First of all, I would like to thank the readers of The Korea Herald and its officials for placing our campaign in such high regard and giving us this award.

It would not be an exaggeration to say that fringe sports categories were given a lot of attention during the Summer London Olympics, and that Korea did well in many of them.

They include women’s handball, in which Korea continued to defeat many of the world’s strongest teams, fencing, in which the country brought home its best-ever results, and swimming which garnered two silver medals. These three sports categories were supported by SK and were recognized for the players’ excellence.

This campaign has been drafted to deliver SK’s message on sports sponsorship and send a message of appreciation and encouragement to the sports players that greatly moved the nation with their games. However, we believe the dramatic stories of the players that went through tough times added meaning to the results.

Fast response and prior preparation were the important steps in making the advertisements, since it was an Olympic campaign that had many unpredictable situations. Various scenarios were devised for the ads ahead of the London Olympics and the direction and message was revised depending on the progress of the games.

Rather than focusing on the results of the events sponsored by SK, we concentrated on trying to tell the touching stories of the players. We were then able to unveil meaningful ads with the players giving their utmost efforts and coming home with astonishing results.

We again applaud the players for making the people’s lives happier in the summer with their passion that helped them overcome frequent injuries and other barriers.

By Lee Man-woo, Senior vice president of Brand Management Office