The Korea Professional Football League and HD Hyundai Oilbank's 'One Escort Kid' campaign won the Grand Prix, the top award in the digital advertising & campaign sports institutional sector at the '2024 An Awards.'
The An Awards is the largest digital field award ceremony in South Korea, organized by the Korea Digital Enterprise Association and sponsored by the Ministry of Science and ICT, the Korea Broadcasting Advertising Corporation, and the Korea Internet Promotion Agency. It recognizes excellent advertisements and content that contributed to the digital industry over the past year.
The 'One Escort Kid' campaign that won the Grand Prix this time created a special scene where one escort kid entered with the players during the K League 1 round 30 match between Ulsan HD and Gangwon FC held at Ulsan Munsoo Football Stadium in September last year. Unlike the usual practice where all selected players from both teams and 22 escort kids enter holding hands before the match, on this day, one escort kid entered, suggesting the issue of population decline and encouraging attention to future generations. This scene attracted great interest from the more than 22,000 spectators present and viewers during the match, and related videos spread through online communities, recording over 3 million views.
Meanwhile, the 'One Escort Kid' campaign is part of the 'K League Dream Assist' jointly conducted by the league and HD Hyundai Oilbank.
'K League Dream Assist' is a one-on-one mentoring program that supports the dreams of students aspiring to become soccer players, and through this campaign, it aims to carry out various projects to expand the base of soccer so that many young soccer talents can fill the fields in the future.
[Photo] Provided by the league.
[OSEN]