HS Ad said on the 19th that it will run a campaign with Hyundai Home Shopping to protect the Indo-Pacific bottlenose dolphin, which is on the brink of extinction.
The campaign was planned to raise awareness of the need to protect the Indo-Pacific bottlenose dolphin, a symbol representing the Jeju marine ecosystem, and to draw broad public support. The Indo-Pacific bottlenose dolphin is a representative marine mammal that inhabits the waters off Jeju. Only about 120 remain and the species is classified as endangered.
HS Ad reinterpreted "Kkyo," the mascot of the National Sports Festival being held on Jeju this year and a character modeled after the Indo-Pacific bottlenose dolphin, as the conduit for the campaign to deliver a message about protecting endangered species.
Noting the linguistic similarity in Korean that makes "Indo-Pacific bottlenose dolphin" sound like "a dolphin wearing a big southern shirt," they added a witty device by actually putting a "big southern shirt" on Kkyo. Through this, they posed the question of why the dolphin is wearing a shirt and conveyed the reality of its endangerment.
Kkyo in a southern shirt is installed at Yongma Village near Jeju Airport and at a bus shelter near Hamdeok Beach to deliver a message about protecting the Indo-Pacific bottlenose dolphin to residents and tourists visiting Jeju. Yongma Village is a place visited by many tourists, and the Hamdeok Beach area is known as a place where the Indo-Pacific bottlenose dolphin can be seen.
A supporter program run by Jeju Province is also introduced to expand participation in protecting the Indo-Pacific bottlenose dolphin. Scanning the QR code on the ad installed at the bus shelter connects to the campaign introduction page. Through this, people can apply and join the "Indo-Pacific bottlenose dolphin ecological corporation supporters" on the official website of Jeju Special Self-Governing Province. The supporters will take part in various protection activities and awareness campaigns going forward.
A Hyundai Home Shopping official said, "We will work with customers to create opportunities to participate in protecting the sustainable environment."
An HS Ad official said, "The Indo-Pacific bottlenose dolphin is a symbol of the Jeju marine ecosystem and a precious being we must protect together," and noted, "We hope this campaign will spur wider interest and participation in protecting endangered species."