Korea, like most Asian countries, is a slightly conservative society and talking about women’s bodies and health issues is often a challenge. However, now and then, there comes great creative talent that not only manages to spark a conversation but also changes the way society sees certain issues. The ‘Pink Glove’ campaign from Korea is one such example.
Speaking about her brainchild, Eugene Park, Global Creative Director, Cheil Worldwide shares “I spent more than four to five years to find a client for the Pink Glove campaign. I also met three to four big clients in the Korean beauty space. But it was a bit hard to make it possible. Kundal turned out to be the bravest client. It was the first time I met four women and right after our discussion in the meeting room, they agreed to do it.”
Park also touched upon AI and the perceived threat of such modern technologies to creative industries. She insisted while she too was sceptical about the idea of AI initially, and kept thinking about the future of humanity, she realised that AI can be a great enabler for creativity when used properly. “I believe that AI technology will save us time. We must return to ourselves as technologies will keep evolving but there is enlightenment inside us.”
