The team 'Excited Lions,’ composed of sophomore students from Hanyang University’s Department of Applied Art Education, won the Silver Award at the 2025 Korea Student Advertising Competition(KOSAC) Video Content Challenge hosted by the Federation of Korean Advertising Associations. Competing against over 850 teams nationwide under the theme of '2027 Chungcheong Universiade - Finding the Hidden Charm,' the team achieved this significant result with their entry titled Kwaejina Chungcheong Nane.

Team representative Kim Yeon-ji(Department of Applied Art Education, '24) said, "This competition gave us a deeply meaningful time. We could learn so much. While brainstorming and having clashing ideas with teammates was difficult, we gained valuable insights, and it gave me great courage for my future journey." She added, "Based on the experience, I want to move forward with excitement rather than fear when facing new challenges."

When the team first faced the task, the keyword they focused on was 'hidden charm.' Kim explained, "We wanted to bring out the appeal of the Chungcheong Universiade that people weren't well aware of. Throughout the competition, we contemplated what makes Chungcheong's charm unique compared to events held in other regions." The Chungcheong Universiade is a comprehensive international multi-sport event for university students hosted by the Federation of International University Sports(FISU), scheduled in 2027.

The title of their entry, Kwaejina Chungcheong Nane, was inspired by the famous Korean folk song 'Kwaejina Ching-ching Nane.' Kim stated, "I believed that Korean culture must be integrated to differentiate this from other Universiades. With Korean culture like K-POP gaining global attention, I wanted to draw interest toward 'K-Sports' as well." They defined the unique charm of Korean sports as 'Heung' (a sense of joyful excitement and energy) and moved away from traditional information-heavy promotional videos to create a piece where viewers could feel Korea's unique cultural atmosphere.

During the planning stage, they meticulously researched official data regarding the Chungcheong Universiade, including facilities, mascots, operations, and slogans. Kim mentioned, “We analyzed recent news articles, regional characteristics of Chungcheong, previous Universiades, and promotional videos of other sports competitions.”

The story structure focused on a natural transition between tradition and modernity. Kim explained, "We connected traditional and modern elements—for example, the ribbon of a rhythmic gymnast transforming from the string of a Sangmo(a traditional hat used in Pungmulnori), or a scene of Ganggangsullae(traditional circling dance) transitioning into the target in archery. By linking these exciting movements with Universiade sports, we embedded the message: 'K-Sports is about Heung.'"

The pressure of competing in a nationwide contest was also significant. Kim shared, "Our biggest concern was how to make more people build interest in the Chungcheong Universiade." She explained, "Because we had a clear sense of purpose, to promote a real-world event, the most difficult part was identifying the specific elements that would directly trigger action from the public." Moreover, the production process was filled with unexpected episodes. Kim remarked, "Since we had limitations on using expensive AI tools, we ended up with a huge number of blooper clips." She added with a laugh, "We saw scenes where a person dancing would suddenly fly into the sky, or an arrow would split open and a person would emerge; it was frustrating at times, but we couldn't help but keep laughing."

This project was conducted in connection with 'Visual Design 2,' a sophomore practical course. Kim noted, "Professor Oh Hyung-kyun has emphasized logical thinking since our first Visual Design class. Thanks to his teaching on how to communicate based on insights into universal human thoughts and essences, we were able to draw a lot of empathy with our video."

The multidisciplinary nature of the major, Applied Art Education, also played a role. Kim emphasized, "Our unique curriculum, which fuses art, education, and design, allowed a deep exploration into human nature. Since design is ultimately something people see, hear, and use, I felt that the continuous study of human nature is vital."

This award has become a springboard for even bigger challenges. Kim concluded, "I learned that a high quality outcome comes from endless questions and answers. I want to create content that isn't just good to watch but makes people want to experience it for themselves." She also expressed gratitude to Professor Oh, stating, "He gave us realistic feedback and empathy when we were afraid we might fail. I'm thankful he led us to such a meaningful experience."