Cheil Worldwide said on the 17th that it released the omnibus snack movie "Believe," produced together with HL Group.
The 37-minute film "Believe" is a three-part omnibus built around the keyword "belief." In a short span, it spans thriller, black comedy, and human drama, giving audiences a brief but powerful cinematic experience. It is being screened exclusively at CGV theaters nationwide, and tickets are 2,000 won.
HL Group produced an omnibus film and an advertising campaign with "belief" as the keyword to share its brand philosophy with consumers. Cheil Worldwide took part in both the film and the ads, using a "dual narrative" structure that presents different storylines in advertising and film to give audiences an experience that resonates with the brand philosophy.
On the 1st, an ad campaign that went on air depicted HL's brand persona "Aichel," who drew attention for an appearance reminiscent of AI, coming down to Earth to explore "belief." The beautiful visuals of Aichel traveling from space to Earth and the film-like scale stand out.
The film "Believe" brings together directors Lee Jong-seok, Ra Hee-chan, and Park Beom-soo and actors Kang Ki-young, Go Chang-seok, Seo Hyun, and Lee Jeong-ha to present three stories to audiences. With the themes "Can you believe what you cannot see," "Belief, reaching what you dream of," and "Belief comes in a strange form," it tells stories about belief between people and the belief a brand forms with the world.
The dreamy OST that spans the ad campaign and the film is also getting a good response. "FLY," sung by Red Velvet's Wendy, emotionally links Aichel's perspective in the ad and the questions posed by the film, leaving audiences with a deep afterglow.
In particular, this film is drawing attention as a new attempt that goes beyond simple corporate content to sensuously unpack a brand philosophy. A Cheil Worldwide official said, "By combining advertising and film, we sought to win empathy for corporate brand philosophy from consumers through content alone, without brand exposure."
An HL Group official said, "The film Believe is not a one-off event but a starting point for a sustained effort to connect the brand and the world," adding, "We will continue to share the values and ideas pursued by HL Group through content in various formats."