Film category win at one of world's top 3 ad festivals

CI, 80-year history visualized through marble motif

A still from Hanjin Group's new CI campaign video marking its 80th anniversary. [Hanjin Group]
A still from Hanjin Group's new CI campaign video marking its 80th anniversary. [Hanjin Group]

Hanjin Group announced Wednesday that its new corporate identity campaign video, produced to mark the conglomerate's 80th anniversary, has been named a finalist at the 2026 New York Festivals Advertising Awards, one of the world's three most prestigious advertising competitions.

Released last October, the campaign video depicts the group's 80-year journey — from its origins as Hanjin Commercial Co. in 1945 — through the image of a single marble rolling without pause.

Elements representing the group's logistics businesses, including aircraft, trucks and ships, as well as its other ventures such as hotels and a university, are arranged along the marble's path to capture Hanjin's growth and future vision. The company's corporate anthem serves as the background music, weaving together the group's identity and brand story.

Hanjin Group said the video earned high marks for creatively distilling the company's history, future direction and diverse business portfolio into a single film while delivering the message of its new corporate identity rollout.

The New York Festivals is considered one of the world's three leading advertising awards alongside the Cannes Lions and the Clio Awards. Each year, more than 60,000 entries from over 80 countries compete, with winners selected based on a comprehensive evaluation of creativity, innovation and brand impact.

Hanjin Group's campaign video was the only South Korean entry to win in the film category at this year's New York Festivals.

"It is deeply meaningful that the authenticity of Hanjin Group — which has grown alongside the Republic of Korea — resonated on the global stage, beyond simply telling a corporate history," a Hanjin Group official said. "We will use this recognition as an opportunity to share Hanjin Group's unique brand story more widely in global markets."

Meanwhile, Hanjin Group has carried out a range of corporate social responsibility initiatives since 2001, including annual donations to the Community Chest of Korea's "Hope 2026 Sharing Campaign," contributing a cumulative total of 57 billion won ($37.2 million) through last year.


eyre@heraldcorp.com