Make more things object(DAESANG) of respect
Daesang makes respect its brand — proving small, everyday consideration is what truly earns it.
The translation and summary on this page were generated with AI. Some expressions or proper nouns may be translated inaccurately, so please check the English original for the precise content.
AI Translation Summary
Approaching its 70th anniversary, Korean food company Daesang launched “Make More Things Objects of Respect” to tie its group brand to the value of respect. Using warm animated characters and everyday conflicts, it showed respect as a simple attitude rather than a grand gesture — lifting the brand's association with “respect” from 21% to 35% year-on-year.
Cultural Context
The campaign plays on a pun in the original Korean: “Daesang” (대상) is both the company's name and the Korean word for the “object” or “target” of something — so “make more things objects (Daesang) of respect” doubles as branding.
Entry Information
Summary
Daesang, a leading Korean food culture company approaching its 70th anniversary, launched the “Make More Things Objects of Respect” campaign to strengthen the association between the group brand and the value of “respect.” Through everyday moments where small conflicts arise, the campaign showed that respect is not a grand gesture, but a simple attitude that can ease differences and bring people closer. Using approachable animated characters, the campaign delivered a warm and relatable message, resulting in a 14-point increase in the association between Daesang and “respect,” from 21% to 35% year-on-year.
Strategy
The campaign targeted men and women in their 20s and 30s, a generation that forms new lifestyles, food habits, and family relationships while placing importance on value-driven consumption. This audience tends to judge brands not only by products, but also by their moral and social stance. The key insight was that in a society increasingly shaped by polarization and conflicting values, “respect” could serve as a bridge for understanding. To avoid making the topic feel heavy or divisive, the strategy focused on familiar, everyday situations that could make the value of respect feel personal, relevant, and easy to accept.
Execution
The campaign translated the idea of respect into an animated film built around three creative principles: cute characters, an intuitive split-layer visual structure, and relatable everyday conflicts. The split layout expressed opposing perspectives, while the story showed how those differences could be resolved through mutual understanding. To maximize message delivery, the campaign used channels suited to shared viewing moments, including YouTube, OTT, and cinema. Paid media was centered on YouTube video ads, while Daesang’s owned YouTube channel and cinema placements expanded the campaign’s reach and emotional impact.
Results
The campaign successfully achieved its core KPI by increasing the association between Daesang and the image of “respect” from 21% in 2024 to 35% in 2025, a 14-point year-on-year improvement. Additional brand image indicators such as trust, consideration, social contribution, principle, and honesty also recorded positive results. Brand favorability after viewing the ad rose sharply from 40.9% to 76.7%, and the increase in favorability outperformed the category average by 0.82 percentage points. These results demonstrate that the campaign effectively connected a social value with Daesang’s brand image and strengthened emotional affinity.