31 YEARS CELEBRATING THE POWER OF IDEAS
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Corporate Name of Client: Ministry of Unification
Media Company: Cheil Worldwide, Seoul
Agency: Cheil Worldwide, Seoul
Chief Creative Officer: Jeongkeun Yoo
Executive Creative Director: Wain Choi
Copywriters: Zion Songha Lee/Hyun-Gyu Kim
Art Director: Josh Seok-jin Shin
Agency Producer: Il-tae Choi
Production Company: Televi Film, Seoul
Directors: JaeChul Lee/Sean Yoo
Producer: Byung-su Kim
Editors: Jae-yeon Lee/Dong-hyun Kim
Sub Director: Juhyun Sihn/Hyunung Choi
Sound Design Company: GongMyoung, Seoul
Sound Designer: GongMyoung
Music Production Company: GongMyoung, Seoul
Music Director: GongMyoung
Korea is the only divided country in the world. On the 70th Anniversary of the division, the Ministry of Unification wanted to create a nation wide initiative to revive people’s interest in unification. This is why we chose to use the most iconic symbol of division, the DMZ wire fence, to transport the message of unification. We collected old and replaced wires from the DMZ fence and with the help of instrument specialists we were able to process the wire in a way that it would make melodic sounds. After six months of research it started to sound similar to a piano and our “Piano of Unification” was born. The piano was exhibited at the Seoul Museum of Art in Seoul and was also played in the biggest concert hall of Korea on the National Independence Day. The piano played the song of unification, which touched many hearts and increased people’s interests and sympathy for the unification again.