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Baik Seunggwon
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?? ????? ????? ??
2.
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3.
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6.
Johnny Appleseed ????????? ?????????? ?????? HIV??????. 20?????????? ?????????? ?????????
7.
¡°?????. ???????????.¡±
8.
?????? ??????????? ????????????????
9.
???????¡ ??????¡
10.
????? = ?????! ??????! ????! ??? ????????????????
11.
????. ???. ???.
12.
????? ??Publicis???? ??,????,???????? 50????????(2007~) ?? 2018?????????? <??????>,<?????> ??? GQ,ELLE,DAZED???????
13.
?????? ????????????? (feat.??????) ???????????
14.
????????????? ???
16.
??????????????? ????????????
17.
?? ??,??,??¡ ?????????? ?? ????????????? ???,???,???
18.
????????? ????????????
19.
?????, ???????????? *??????????????
20.
??????????
21.
??????? (???¡ï¡î¡î¡î¡î)
25.
???? DIGITAL,TVC,PRINT? *???????????????
26.
?????
27.
?????? ??? ???? ?? ????? ???
28.
???????? ??????????? ??????
29.
?? ?? ???? ????????? ??????
30.
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31.
(???????)??????? (???????)??????? (??????)????????? (???????)???????? (????????)???????? (????????)??????????? ?????
32.
?????,????? ?????,????? ??,????????? ???,???????? ??????,???????? ??????????????? ????????
33.
?????????? ?????????? ???????????? ????????. (Ex.????????????) ??????
34.
?? MONEYLOVEPOWER ?????????? ??????
35.
????????? ShortVer. ???OT ??????? ??1??? ????(???????) ??2??? ????(????) ??3??? ??(????????) ??4??? ????????????(??????) ¡°????????¡±?? ??PPM/???PPM(With????) ????? ?? ???? ?? ????? ?? ???
36.
??????????????????????
38.
Thereareathousand¡°no¡¯s¡± Forevery¡°yes.¡± Wespendalotoftime Onafewgreatthings. ???Yes??? ???No??? ???????? ?????????
39.
CASESTUDY1 ????????????? RSM,LANCOME,NESCAFE???????
40.
????????????????? ???????SM6 ????????????
42.
?????????????????? SM3?? ???????
44.
????????,???? ??????????????????? ?????? ????,????????????
45.
LANCOME
47.
????????????? ????????? ??,???????
49.
????????????? ????????? ?????,?????
51.
???????????, (??????) ????????????? ????????????? ????????????????
53.
?????????,??????, ?????,?????,????,???? ????? ??????????????
55.
????? ???????????????? ????????????? ????????,????????
63.
????????????????? ???????????????????? ????????????,???,???? ???? ??,??
66.
SF??????? ??????????? ???????? ??????
67.
???????VS????? ?????????????????? ????:????? 1973?????????
69.
¡®?????¡¯?????? ??????? ?????????? ???????????????? ????? ?????,?????
71.
??????? +??????????? ?????????? ???????? ??????? ??????????????
72.
?????????????????? ????? ????????????
73.
???,?? ?????????? ???????? ??????????????? ?????????????
74.
????????,?? ???¡®???¡¯??????? ??????????? ????????????? ???????
75.
???????????????? ????????????????
76.
????????? ????????????? ??????????.
77.
CASESTUDY2 ??????????? 20????2018??????????
78.
<?????>LaunchingCampaign
83.
¡° ????????????????? ???????????????????. ¡±
84.
About?????? ????????? 21??????????? ?????????????????? ???????????????????? 33??????CIA??????? ????????????????
85.
????(2005) ??????(2007) ???????(2013~2015) ????????? ??????(2011~) ?????????(2012) ???????(2013~2015) ??????(2013) ??(2015) ????(2016) ??!(2017) ???????? ??????<????>??????????? BIGISSUE
86.
REF.
87.
????????????????????. ??????????????
88.
2010??? ???/CIA??????? 292???
89.
2010??? ???/CIA??????? 292???
90.
2017??? ????????????? 15???
91.
2017??? ????????????? 15???
92.
2010 ?? ?????? 2017 ?????? ?????? 2018 ????? ?????? ???,??,???????????? ?????????????
93.
GENRE ?? ????? <
94.
WEAKNESS ?? ??VS??? ????????? ?? ??????? ???????? ?????? ????????????? ?????????? ???????????????????
95.
WEAKNESS ???? ???????? -???????? ????? ?????? ????? -??????? ??????? ??????????? ??????? -???????? ??????????????????? ???????????.TMI
96.
????,????? ??????????? 33??CIA???? ??????? ????? ??????? ????????? ???????? ??????? ???????? ??????? ?????? ??????????????? ??????????? STRENTH
97.
??????????????????
98.
???????? 612?? 292?? 261??
99.
??????????????? ???? ?????? ????? ?????? ?? ???? ????
100.
????+???? APOINTOFSAMENESS
101.
????????????????? ?????? COREASSET
102.
COREASSET ???????-??? ???????-??? SNS?????-???
103.
??????????SNS?? ??????????? ??????? ?????????????? ?????????? COMMUNICATIONSTRATEGY
104.
???????????????? ????? Concept&KeyCopy
105.
COPYA ?????????
106.
????????,??????? Phase1 ?????? ????????? ?????
107.
???????????? <????????> Phase2 ?????? ????????? ?????
108.
COPYB ???????
109.
Phase1 ?????? ????????? ????? ??????,????????
110.
???? ???? ???? ??????X????????? Phase2 2018.3 ?????
111.
COPYC ??????<????>?????
112.
Phase1 ???????? <????>??????? ????? ???????? ????????????
113.
Phase2 ?????? ????????? ????? ?????????????! ?????1.??????? ?????2.??????? ?????3.???????
114.
COPYD ?????
115.
Phase1 <????>??????? ????? ?????????? ??????
116.
Phase2 ???????? ?????????? ????? ??????? ?????????????
117.
COPYE ?????
118.
Phase1 ?????? <????>??????? ????? ????? ????? ????? ???????
119.
Phase2 ???????? ?????????? ????? ??????? ???????
120.
<?????>LaunchingCampaign
124.
2018?????4??! ???/?????/?????/??? SPOTLIGHT
125.
???????????? STORY
126.
¡° ????X??? ??????? ???????????? ??????????. ¡±
127.
¡° ?????X??? X????? ??X??????? ??????????X?. ¡±
128.
??????? ??????? ???????????????????? ????????????? ????? GENRE
129.
REF. 2014 ??????????? ??????? 20?? 2017 ????,??????? 2?? 2014 ???????? ???????????? 58?? 2015 ?????????? ????,??????? 6?? 1997 ?????????? ?????? *10??(*??????)
130.
??????????? ???????????????? ??????????? ?????????? COMMUNICATIONSTRATEGY
131.
?? ??? ?? ???? KEYWORD
132.
?????? ?????????????? ????????????????? ¡ý ??????????? ??????????????? HOW
133.
???????,????? CONCEPT&KEYCOPY
134.
????????????(??,???) ????????(???)????? ??,??????????????? ???VS???????????? COMMUNICATIONGUIDE
135.
??? ???! ??? ???? ??
??? ??? ??, ?? ??
136.
??? ??, ? ?
?? ??? ???? ??? ?? ??? ??? ???? ?? ??? ?? ??? ???? ?? ???
137.
?? ? ???
X?? X? ? ?X ? ??? ?? ??? ???? ???? ?X ???? ???? ?? ?? ??? ???? ?? ???
138.
[??] ?? ????? ?? ???
?? ?? 2018 ?? ??? 4?? ???? ??? ??? ???? ?? ??? ??? ?? ?? ?? ?? ??
139.
???? ?? ??
??? ??? ?? ?? ???? ??? ?? ???? ??? ??? ??? ?? 2018 ?? ??? 4?? ???? ??? ??? ???? ?? ???
140.
?? ?? ??,
???? ??? ???? ??? ??? ?? 2018 ?? ??? 4?? ???? ??? ??? ???? ?? ???
142.
<???????>LaunchingCampaign
144.
A GUILLERMO DELTORO
FILM DIRECTED BY GUILLERMO DELTORO SCREENP Y BY GUILLERMO DELTORO&VANESSA TAYLOR STORY BY GUILLERMO DELTORO PROPERTY OF FOX. PROMOTIONAL USE ONLY. SALE, DUPLICATION, OR OTHER TRANSFER OF THIS MATERIAL IS STRICTLY PROHIBITED.
146.
2017??????????????? 2017????????,???,??????????
148.
?????94%IMDB8.1 (2017.12??)
149.
???????:????? LaunchingCampaignCommunicationStrategy
150.
????????????? ???????????????????
151.
redefinition ???? ????????(Visual)????????? ?????????????(??)??
152.
????????? ???????OR??(???)?? ?????VS?????
153.
????????????
155.
????????????
156.
????????????????
158.
<????>,<???>,<????> ???????????????? + <???>,<?????> ?????????,???????
160.
??????? 2004??<???>21?? 2006??<????>53?? 2008??<???2>39?? 2013??<????>254?? 2015??<?????>5?? ????? 2013??<?????>15?? 2017??<???>34??
161.
???????????
163.
1962????? ??????? + ?????????? ???????????
164.
?????????????
165.
?????????? ???????? ????????? ??????? ???????
166.
¡°???????????????????.????????¡±
167.
¡°????????????????????.¡± ¡°???????????????????.????????¡± ???????????? ????????????????
168.
?? ????????? ?????????? ????????? = ???????????????????
173.
REF.<???> ??????,??????? ?????????????? ???,?????,????? ????????????????
174.
REF.<???> ????????????? ?????????????? ?????????? ????????????
175.
??? = ??????????? ????????????? ??????????? ?????????????? <???????> ??????
176.
??+?????? ??????????? ???????????????? ???????????????? ¡ý ¡ý¡ý ¡ý¡ý¡ý ?????????? ??????(?????)????? ????????????
177.
???????? ?????????????? ???????????????? ????????????? ?????????????????? ????? ???????????????
178.
???????????
179.
??????????????????? ????????????? ?????????????? ?????????????? ???????????????????
180.
?????????????? TARGET&CONCEPT
181.
?????????????? ????????????? 203040??(?????) TARGET(AGE)
182.
COPYA
183.
????????????? Phase1
184.
????????????? Phase2
185.
COPYB
186.
??? ??? ??? Phase1
187.
???????????? Phase1
188.
???????????,?? Phase2
189.
COPYC
190.
?????? ?????? 100%????? Phase1
191.
???200% ???????? Phase2
192.
COPYD
193.
??????? ???????????? ???????? Phase1
194.
???????! 2018?????? ?????????? Phase2
195.
INTERACTIVECOPY
196.
¡°????! ????! ????!¡± <???????>??????? Q. ??????? ????? A. ??????? Q. ??????? ??????? A. ?????? ????? Q. ????? ???????? A. ?????? ?????
197.
?? ¡°????????????????.¡± ?????????????? ??????????????? ????????????????¡ ??????????? <???????> ???????? 2?22??????
199.
Q/A ???????, ?????????
200.
??? ???”³????
201.
?? ?? ?? ?? ??? ???????????
202.
????????????????????
203.
?????? ??????? ?????? ?????? ????????
205.
??.
206.
??.
207.
?????.??????.???.???.????? ??.????????.?????.??????? ???.????????.???????.???? ?????.????????????????? ????.???.??.??.??????????? ?????????????????????? ?????.?????????.???????? ????????????.?????????? ?.?????????????????????
208.
??????Ö÷µÐ,??
209.
?????????? ???????????????? ?????????????????? ????
210.
?????? ???????? ???????? ???????????? ??????????? ?????????
211.
????????????????? ???????????????? ??????=????,TMI
213.
????? ?????????? ????????????.
214.
???. ???. ???.????. A_??????????? B_??¡??????????? C_???????????????? D_?????????????? E_??????? F_???????????? G_???????????????? H_?¡?????? I_???????????????? J_??????????????? K_?????????? ???.???.?.
215.
??????????????? ???????????? ???????????????. ?????????????????????.
216.
????????????? ????????? ?????????. ???????????? ?????????????????
217.
??????????????????, ???????????????. ??????????, ?????????????. ?????????????? ???????????? ?????????????????, ?????????????? ???????????????. ??????. -??????.???????.????????. ??/?????
218.
Thankyou sk0279@naver.com
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