Binggrae said on the 1st that it won in five institutional sectors at the "First time hearing Liberation" campaign in the "2025 Korea Advertising Awards." The awards were the grand prize in the branded content & entertainment institutional sector, the grand prize in the public service advertisement institutional sector, the grand prize in the innovation institutional sector, the gold in the film craft institutional sector, and the silver in the audio institutional sector.
The Korea Advertising Awards is the nation's most prestigious comprehensive advertising award organized by the Korea Federation of Advertising Associations. About 2,000 works are submitted every year.
Binggrae has produced campaign videos every year since 2019 to carry on the spirit of the independence movement and express gratitude. In particular, the Binggrae Public Interest Foundation, which Binggrae grants and established, signed a business agreement with the Ministry of Patriots and Veterans Affairs and has continued a scholarship program for descendants of independence meritorious persons since 2018.
The "First time hearing Liberation" campaign began on Aug. It used AI (artificial intelligence) to let descendants hear the cheers of "manse" at the time of liberation—which could not be conveyed due to technical limitations—on the 80th anniversary of Liberation, awakening the fading meaning of Liberation that had been lost in silence and honoring the sacrifices of independence activists.
Binggrae screened the "First time hearing Liberation" documentary, produced to a length of 8 minutes and 15 seconds to embody the meaning of Liberation, at 15 CGV theaters nationwide. Of the 1,000 won ticket reservation price, 815 won was jointly set aside with CGV as a fund to support descendants of independence meritorious persons and donated to the Korean Red Cross.
A Binggrae official said, "It is meaningful to receive the Korea Advertising Awards, which boasts the highest authority in the country," and added, "We will continue meaningful campaigns that can honor the will of those with merits in the independence movement."