29 Holiday
29CM Holiday campaign
29CM “29Holiday” Campaign
Project Context
In 2023, 29CM sought to create a year-end campaign that would stand out in Korea’s competitive holiday retail landscape. The goal was to drive both cultural attention and business performance by blending offline spectacle with digital engagement.
Strategy & Direction
The campaign was designed to merge immersive offline experiences with innovative digital activations, positioning 29CM as a lifestyle commerce leader that inspires and excites. A giant snow globe installation in Seongsu-dong served as the centerpiece, symbolizing festive spirit and drawing attention beyond traditional media.
Planning Intent & Execution
Directed the concept and execution of a large-scale snow globe installation to maximize cultural visibility.
Integrated AR (Augmented Reality) features and FOOH (Fantasy Out-of-Home) activations to deepen customer participation.
Integrated AR (Augmented Reality) features and FOOH (Fantasy Out-of-Home) activations to deepen customer participation.
Combined offline spectacle with online storytelling to amplify reach and create a seamless O2O campaign.
Role
I led the campaign’s strategy, visual identity, and execution, ensuring offline installations, AR activations, and online content were cohesively connected.
Results
Achieved 421,602 shares on IG during the campaign.
Generated approximately 5 billion KRW in GMV, proving the commercial effectiveness of creative-led branding.
Elevated 29CM’s cultural presence by positioning the brand as an innovator in experiential commerce.