i-Scream HomeLearn is a Korean educational brand.
In 2022, with the launch of i-Scream HomeLearn 2.0,
it was necessary to create a positive image as an education brand.
Unlike competing brands that communicate with addictive hook songs and famous instructors,
i-Scream HomeLearn has tried to create an image as a brand that creates the essence of education.
아이스크림 홈런은 대한민국의 교육 브랜드입니다.
2022년,아이스크림 홈런 2.0출시와 함께 교육 브랜드로서 긍정적인 이미지를 만드는 것이 필요했습니다.
중독되는 후크송, 유명 강사를 앞세워 커뮤니케이션하는 경쟁 브랜드와 달리,
아이스크림 홈런은 교육의 본질을 만들어주는 브랜드에 이미지를 만들고자 했습니다.
▼ TBWA\Organizational Culture Research Institute's Leader : Woonghyun Park
Through employee interviews, we conducted interviews on the 'essence of education' and the 'role' of HomeLearn.
As a result, it was discovered that i-Scream HomeLearn has a common educational philosophy that fosters children who become 'owners of life' with 'resilience and self-esteem' based on 'self-initiative'.
As a result, it was discovered that i-Scream HomeLearn has a common educational philosophy that fosters children who become 'owners of life' with 'resilience and self-esteem' based on 'self-initiative'.
In addition, through numerous meetings and workshops, it was organized into clearer and more specific sentences to establish a new identity, 'i-Scream HomeLearn that can lay the foundation for learning'.
우리는 임직원 인터뷰를 통해 '교육의 본질'과 홈런의 '역할'에 대한 인터뷰를 진행했습니다.
그 결과, '자기 주도성'을 바탕으로 '회복력과 자존감'을 갖춰 '인생의 주인'이 되는 아이로 성장시키는 교육철학이 i-Scream HomeLearn에 공통적으로 내재되어 있다는 점을 발견할 수 있었습니다.
그 결과, '자기 주도성'을 바탕으로 '회복력과 자존감'을 갖춰 '인생의 주인'이 되는 아이로 성장시키는 교육철학이 i-Scream HomeLearn에 공통적으로 내재되어 있다는 점을 발견할 수 있었습니다.
더불어 수많은 회의와 워크샵을 통해 좀 더 명확하고 구체적인 문장으로 정리하여 '학습의 근본을 다질 수 있는 아이스크림 홈런'이란 새로운 아이덴티티를 정립했습니다.
And we made five habits that like studying.
그리고 우리는 공부를 좋아하는 다섯가지의 습관을 만들었습니다.
01. The habit of setting goals | 02. The habit of being curious | 03. The Habit of Asking Questions
04. The habit of digging deep | 05. The habit of feeling a sense of accomplishment
01. 목표를 정하는 습관 | 02. 호기심을 갖는 습관 | 03. 질문을 던지는 습관 | 04. 깊이 파고드는 습관 | 05. 성취감을 느끼는 습관
The habit of studying accumulated day by day is expressed as a 'calendar',
and the kinetic typeface of the ice cream home run logo was designed as a motif.
하루 하루 쌓이는 공부 습관을 '달력'으로 표현하고, 아이스크림 홈런 로고의 운동성있는 활자를 모티브로 진행했습니다.
| Concept Sketch |
Prior to the main film, we raised topics that parents could relate to and made them think about their studies again.
우리는 본 편에 앞서, 학부모들이 공감할 주제를 화두로 던져 공부에 대해 다시 생각해보게끔 만들었습니다.
01. What word would be more appropriate before the word 'children'? | 02. Since when did asking for test scores become a greeting?
03. Why do mothers always have to be a monsters? | 04. Why should studying always be hated?
05. Will studying be fun just because advertisements are fun? | 06. Even if there are children who cannot study, there is no child who wants low grades.
We built 10 digital films based on i-Scream Home Learn's various educational services.
우리는 아이스크림 홈런의 다양한 교육 서비스를 기반으로, 10개의 디지털 필름을 제작했습니다.
01. Habit of sitting at a desk by yourself. | 02. The habit of being a fan of study. | 03. Habit of reading as a hobby. | 04. Habits of being good parents.
05. The habit of asking questions. | 06. The habit of getting close to the desk. | 07. The habit of liking studying without knowing it.
08. The habit of doubling curiosity. | 09. The habit of changing the world through study. | 10. The habit of making math fun.
▴ Source : i-Scream Edu
In line with the launch of i-Scream HomeLearn 2.0, we invited parents to an event, introduced the newly renewed i-Scream HomeLearn, and had time to share our educational philosophy.
우리는 아이스크림 홈런 2.0 런칭에 맞춰 학부모들을 초대해 행사를 열고,
새롭게 리뉴얼된 i-Scream HomeLearn에 대해 소개하고 교육 철학에 대해 공유하는 시간을 가졌습니다.
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[CREDIT]
Client : i-Scream Edu | Agency : TBWA\KOREA
Creative Director : Seyoon Kim | Copywriter : Bokyung Yoon, Seohee Chong | Art Director : Jaehoon Choi | Producer : Sukhoon Byun
Account Executive : Hojeong Roh, Chihyeuk Im, Eunbi Kim, Haemin Park | BX Planner : Hyejin Park, Geonyoung Kim, Sol Lee
[ Main Film Staff ]
Director : Sungmin Kim(ian) | Assistant Director : Heejae Lee | Production : element pictures | Executive Producer : Kwangseob Choi
Client : i-Scream Edu | Agency : TBWA\KOREA
Creative Director : Seyoon Kim | Copywriter : Bokyung Yoon, Seohee Chong | Art Director : Jaehoon Choi | Producer : Sukhoon Byun
Account Executive : Hojeong Roh, Chihyeuk Im, Eunbi Kim, Haemin Park | BX Planner : Hyejin Park, Geonyoung Kim, Sol Lee
[ Main Film Staff ]
Director : Sungmin Kim(ian) | Assistant Director : Heejae Lee | Production : element pictures | Executive Producer : Kwangseob Choi
Producer : Sungpil Cho | D.O.P : Kihyo Nam | Gaffer : Dukjung Kim | Art team : Seonghae Moon
Location : Zone System | Model Agency : PEOPLE | Recording : Geunho Noh | Hair & Make Up : Hyeah Moon | Stylist : Jinyeon Park
D.I : Vision Holdings Corp. | Edit : 편집인 | 2D : 소극장 | Sound : DR.HOOK | Audio PD : Yuri Ahn
Location : Zone System | Model Agency : PEOPLE | Recording : Geunho Noh | Hair & Make Up : Hyeah Moon | Stylist : Jinyeon Park
D.I : Vision Holdings Corp. | Edit : 편집인 | 2D : 소극장 | Sound : DR.HOOK | Audio PD : Yuri Ahn
[ Digital Film Staff ]
Director : Minwoo Kim | D.O.P : Jongwook Lee | Gaffer : Dukyong Lee | Art team : Sooyeon Baek
Location : GO Location | Model Agency : Reddy Ent.
D.I : LUCID COLOUR | Edit : 편집인 | 2D : 엘리엇 | Sound : 안녕 낯선사람
Slogan Design : 햇빛스튜디오 @sunnystudio.kr
[ TBWA\Organizational Culture Research Institute]
Leader (조직문화연구소장) : Woonghyun Park | Consulting Director : Jaeho Kim | Consultant : Yujin Lee
-Slogan Design : 햇빛스튜디오 @sunnystudio.kr
Thank you for Watching!
