The Korea Herald


Posco's 'Fantasteel' ad campaign nabs awards

By Choi Ji-won

Published : Dec. 25, 2023 - 14:44

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A YouTube thumbnail image for Posco's A YouTube thumbnail image for Posco's "Fantasteel" ad campaign. (Posco)

Posco, South Korea's biggest steelmaker, has swept a local ad awards ceremony with its creative digital campaign that was produced in celebration of its 50th anniversary of its first steel mill.

Posco's "Fantasteel" campaign -- which contains the company's achievements in steelmaking technology in Korea over the past 50 years and presents its vision for the next few decades -- grabbed the top honor, the Grand Prix, at the 2023 Korea Digital Advertising Festival on Dec. 14, the company said Monday.

On Dec. 5, the same advertisement video also notched up a gold award at the Korea Advertising Awards, the nation's biggest ad awards, in the Creative Strategy category, winning recognition for its innovative attempt at promoting corporate values.

This year marks the 50th anniversary since Posco opened its first steel plant in Pohang, North Gyeongsang Province, in 1973.

In celebration, the company joined hands with gaming giant Nexon to produce the "Fantasteel" campaign highlighting the merits of steel and promoting the material's eco-friendliness.

Posco's Posco's "Fantasteel" campaign wins the top Grand Prix award at the 2023 Korea Digital Advertising Festival awarding ceremony held in Seoul on Dec. 14. (Posco)

The campaign's two clips were launched in August and October, and racked up cumulative views of over 66 million views on YouTube as of Monday, an exceptional record set by a corporate ad campaign, Posco said.

Breaking away from the typical corporate promotional format, it was evaluated as having established a new branding for Posco, designed to appeal to younger viewers with eye-catching visual effects and highly immersive storytelling.