KOREAN INSIGHTS

FROM A

SUNDAYDAYOFF

PICS.

By Emilio Pila. Digital Planning director at Cheil Spain

WHO FIND AN INSIGHT, ALWAYS AD HIS CULTURAL VIEW.

SOMETIMES IS FOR THE BETTER. SOMETIMES NOT.

SPECIALLY DEDICATED TO ALL CHEIL KOREAN PLANNERS.

AIMING THE EXCHANGE OF RICHER INSIGHTS.

TECHNOLOGY BRINGS NEW LIFE.

GRANDPA TOUGHGRANDSON. SOFT.

When a suffering society starts to raise and enrich so quickly, always children new generations come with unexpected new values. Those values, as k-pop look

are more accepted by grandpas than parents.

OLD DAYS DIDN´T HAPPEN TO ME.

Puma windowshop at Myendong comercial area

TOO COOLFOR SCHOOL.Beauty brandshop next to

University District in Hongik.

ARE WE LOSING THE BEAUTY OF THE WORLD OR

ARE WE LOOKING FOR BETTER VIEWS

THROUGH TECHNOLOGY?

Line 1 Seoul Tube

THE PARADOX OF MEDIEVAL ROBOTSModern and ancient world viewed together by local artist at IP Boutique Hotel

in Seoul.

CULTURAL PACE REMAINS.

PRESTIGE IS WHAT MATTER AT LAST.

Korean Airlines aircraft

UNITED OR FALL.Commom boundary gardening technique

in Seoul for pines agaisnt wind.

POKER FACE FOR A WINNING HEART.

Ancient Magical Totem placed at the town entrances to avoid bad spirits. The

koreans are trully sensitive in the inside.

Folk national Museum. Seoul.

DON´T WANT A PROMOTION, BUT AN

OPPORTUNITY TO SERVE COMMUNITY.

Individual success is a quite rare concept. Real Koreans portraits Shoot live in Folk Museum.

Seoul.

WAR AND PEACE.

FIGHT ENOUGH TO RECONCILIATE.

Two enemy brothers embracing in battlefield First Korean War 1950-53-

War memorial Museum Seoul. There are no hard feelings between both frontiers.

REALITY DOESN´T LOOK REAL.

50´s war machinery are likely a kind of cartoon or a bad videogame look. Navy Scout Chopter. War memorial

museum. Seoul.

THIS IS A FAMILY MATTER.In media, specially american-european words come

bigger, but inside home, they really miss each other.

ETERNAL GRATEFUL TO LOYAL ALLIES.

In one hand the family matter between South and North. In

the other the grateful thanks to allies. In the pic four of VIGIL family members from Colorado died in Korean War. War

Memorial Museum. Seoul.

TIME AND SPACE.

THE ROAD TO GET HERE IS NOT FOR

A SIMPLE MAN.The metaphor of Long stairs in Seoul

Palace.

BATTERY IS NEW CINDERELLA.

When battery starts to fall you really desire to be in a “safe place”. For

example: Hotel. Maping, translation, consulting and orientation is throuh our

Hub.

YESTERDAY SCHOOL

NEEDS TO B

E TEACH T

ODAY

Everyth

ing h

appens so fa

st in

this

socie

ty th

at what

happened yesterd

ay must

be re

mem

ber in m

useum

s. 80´s

class

.

National F

olk M

useum

. Seoul.

THE CLIENT BRIEF Tube shop at Yeongdeungpo station

NEW FRIENDSHIP IS IN POCKET.

James, Alexey and Alexander in Grand Hyatt Hotel. Further contact will be through mobile.& SM

Emilio Pila. Digital Planning Director

at Cheil Spain

E-commerce(client)

Start UpAdvergaming Top Digital Agency Creative Boutique Big Worldwide Agency Best Asian Agency

THIS IS ME.

2001 2003 2005 2006 2011

FROM PURE ONLINE TASTER TO INTEGRATION ROAD

THIS IS ME, TOO.

PERFORMING AT HARD ROCK MADRID IN CHEIL XMAS PARTY

@planerpila@cheilspain

Facebook.com/todoyeguadamilitar

Emilio.pila@cheil.com

GOOD BRIEFS ARE INSPIRING. ITS A FORMULA THAT RELATES ISSUE, INSIGHT AND CHALLENGE. UNVEALING 2 TRUTHS: PRODUCT TRUTH

& PEOPLE TRUTH

BAD BRIEFS ARE INCONCRETE, DULL, MARKETING DUDE SPEAKING, WITH NO OBJECTIVE AND EXECUTIONAL. WANT IT ALL. LONG

GOOD BRIEFS ARE A FORMULA

INSIGHT

OBJECTIVE

ISSUE

CHALLENGE

IDEA

BUSSINES CLIENT NEED

AVOID OBJECTIVE. REALITY OBSERVED

FIND A WAY TO SOLVE ISSUE. INSPIRE CHALLENGE

PROPOSE BEHAVIOUR CHANGE CREATIVES TO

FORMULATE THE

THE TRUTH LENS

ULTIMATELY, BRIEF HAVE TO BE SEEN WITH 2 BALANCED REALITIES

PEOPLE TRUTH

PRODUCT TRUTH

AND ANSWER… WHAT DO YOU SEE?

THE ANSWER WILL BE THE IDEA

GOOD PIECE OF INSIGHTS

BMW. DO YOU LIKE TO DRIVE?IF YES. OK, BUY A BMW.

IF NOT. THAT´S BECAUSE YOU DONT DRIVE A BMW. BUY A BMW.

OTHER PIECES OF INSIGHTS FROM CHEIL SPAIN BRIEFS

“TRUE LOVE IS PROVEN AS TIME GOES BY”

For Samsung Cheil Workshop.

“WHEN YOU PLAY AS A TEAM, POSSIBILITIES GO TO INFINITE”

For Samsung Basketball Sponsorship activation with Spain team, Current Eurochampion.

“I AM THE STRONG STAR TEAM”For Adidas. Local Launching Experiential for Retrocharge

football boots for tough defense players.

“CANT WAIT FOR MY COOLEST PIC´S LIKES”

For Samsung. Connected Camera Begins. Smart Camera with 3G and android.

“FOR SURE I AM CREATIVE”For Samsung Note, Be creative.

“(EVEN BEING SPANISH), I REFUSE SEX BEFORE MY LAPTOP”

For Samsung new Smart PC.

“IF I GIVE A COKE, I GIVE HAPPINESS”For Coca Cola CRM vending machine promo. 4+1

“BUY LOWCOST. LOOK FLASHY”For Stradivarius ZARA group dinamizartion instore. Youngsters

buy mainstream but mash up in their own way creating premium look

“FAMILY PERSONAL SHOPPER”For ZARA dinamization instore. Everybody ask for family

advice in one closer person in real time through live Chat as Chat-On