Kim Jiyoung, Born 1982: Cho Nam-Joo
Kim Jiyoung, Born 1982 is a cultural phenomenon in its native South Korea, but it’s also got the whole world talking – changing one country at a time. It tells the life story of a married woman in her 30s who faces everyday sexism in South Korea, raising questions about oppression in society that is relevant to all of us. To launch the international bestseller in the UK we worked with Simon & Schuster to bring the striking book cover to life on the streets of London. The campaign included billboards that changed daily to reveal a new part of Kim Jiyoung’s unknown identity, they also featured sticker dispensers, encouraging Londoners to ‘take a sticker and stand with Kim Jiyoung’. The campaign was further supported with 4 sheets and takeovers to maximise impact on the street.