Cannes Contenders: TBWA\Korea

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How will Asia-Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…


e-mart\Wine Is Normal
In Korea, soju and beer dominate the alcoholic drinks market. But with the country’s largest selection of wine, e-mart wanted to change the perception of the category – which many see as a drink only for special occasions. The charming campaign is set in a remote Korean village and features grandmas and grandpas embracing wine in their own unique ways throughout their daily lives – dispelling the idea that wine is a fancy drink. With their strong rural dialect, they convey to the viewers that ‘Wine Is Normal’, and you don’t need to know about it, just drink it!

We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.