Communication

King Sejong procession outdoor advertising

Extra Form

Country	Korea
Year	2025
Award	WINNER
Affiliation	Asan city Hall and SMVD
Designer	JANG HUNJONG, KIM MINHYEK, JAEMIN GWON, KIM DAE WOONG, CHO YEEUN
English	The coexistence of past and present at Onyang Hot Springs and the depiction of King Sejong’s procession effectively convey the charm of Asan as a hot spring city that connects the past, present, and future. The history of King Sejong and Asan, along with the city's present landscape and future advanced image, convey Asan’s leading aspirations. Moreover, by reflecting the hot spring water and natural elements, the attraction of the springs is conveyed effectively, and the scent and steam of the springs, experienced visually and through smell via various media, effectively communicate the value of Asan as a hot spring city.
Native	과거와 현재가 공존하는 온양온천과 병을 치료하기 위해 아산에 방문한 세종대왕의 행차 모습을 스토리화하여 도출한 임금 행렬도는 과거, 현재, 미래를 연결한 온천 도시 아산의 매력을 효과적으로 전달합니다. 역사적 장면은 온천을 즐기는 세종대왕과 아산의 오랜 역사와 전통을 상징하며, 현재의 도시 모습과 사람들은 현대적인 생활과 활기찬 에너지를 담아냅니다. 미래를 상징하는 미래지향적인 기술과 발전된 이미지는 아산의 선도적인 발전과 미래에 대한 희망을 전달하고 이러한 다양한 시대의 특징들이 조화롭게 표현되어 아산시의 다채로운 매력을 강조합니다. 또한, 온천의 모티브인 온천물과 자연 요소들이 그래픽에 반영되어 아산의 온천 도시로서의 정체성과 지속 가능한 발전을 강조하고 행렬도를 통한 아산 온천 도시로서의 특별한 매력과 가치를 효과적으로 전달할 수 있습니다. 매체를 활용하여 시각적, 후각적 경험을 관광객에게 온천도시 아산의 가치를 전달합니다. 후각적 경험을 위해 온천의 향기와 시각적 경험을 위한 실제 수증기를 활용해 직접 체험할 수 있도록 합니다. 이를 통해 관광객들은 아산 온천 도시의 특별한 매력과 가치를 효과적으로 전달합니다.
Positive Comments
Judging Comments	This design has been highly acclaimed for its seamless fusion of history and modernity, effectively portraying Asan’s identity as a premier hot spring city. By integrating King Sejong’s historic procession with the city’s contemporary and future vision, it creates a compelling narrative that highlights Asan’s cultural and natural significance. The use of visual and sensory elements, including reflections of hot spring water, steam, and natural motifs, enhances the immersive experience, allowing visitors to deeply connect with the rich heritage and future aspirations of Asan.

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