A trip to Korea, Seoul. A day off xploring society, lifes, people and extracting intuitive insights from pictures made by myself. Mostly suited for advertisers and planners. Trying to understand how is the company culture I work for: Cheil Spain, the best Asian Agency of The world.

1. KOREAN
INSIGHTS
FROM
A
SUNDAY
DAYOFF
PICS.
By Emilio Pila. Digital Planning director at Cheil Spain

2. WHO FIND AN INSIGHT, ALWAYS AD HIS CULTURAL VIEW.
SOMETIMES IS FOR THE BETTER. SOMETIMES NOT.
SPECIALLY DEDICATED TO ALL CHEIL KOREAN PLANNERS.
AIMING THE EXCHANGE OF RICHER INSIGHTS.

3. TECHNOLOGY BRINGS NEW LIFE.

4. GRANDPA TOUGH
GRANDSON. SOFT.
When a suffering society starts to raise and enrich so quickly,
always children new generations come with unexpected new
values. Those values, as k-pop look are more accepted by
grandpas than parents.

5. OLD DAYS DIDN´T
HAPPEN TO ME.
Puma windowshop at
Myendong comercial area

6. TOO COOL
FOR SCHOOL.
Beauty brandshop next to
University District in Hongik.

7. ARE WE LOSING
THE BEAUTY OF THE
WORLD OR ARE
WE LOOKING FOR
BETTER VIEWS
THROUGH
TECHNOLOGY?
Line 1 Seoul Tube

8. THE PARADOX OF MEDIEVAL ROBOTS
Modern and ancient world viewed together by local artist at IP Boutique Hotel in Seoul.

9. CULTURAL PACE REMAINS.

10. PRESTIGE IS WHAT
MATTER AT LAST.
Korean Airlines aircraft

11. UNITED OR FALL.
Commom boundary gardening technique in
Seoul for pines agaisnt wind.

12. POKER FACE FOR A
WINNING HEART.
Ancient Magical Totem placed at the town
entrances to avoid bad spirits. The koreans are
trully sensitive in the inside.
Folk national Museum. Seoul.

13. DON´T WANT A PROMOTION,
BUT AN OPPORTUNITY TO
SERVE COMMUNITY.
Individual success is a quite rare concept. Real Koreans
portraits Shoot live in Folk Museum. Seoul.

14. WAR AND PEACE.

15. FIGHT ENOUGH TO
RECONCILIATE.
Two enemy brothers embracing in battlefield
First Korean War 1950-53- War memorial
Museum Seoul. There are no hard feelings
between both frontiers.

16. REALITY DOESN´T LOOK REAL.
50´s war machinery are likely a kind of cartoon or a bad
videogame look. Navy Scout Chopter. War memorial museum.
Seoul.

17. THIS IS A FAMILY MATTER.
In media, specially american-european words come bigger, but
inside home, they really miss each other.

18. ETERNAL GRATEFUL TO
LOYAL ALLIES.
In one hand the family matter
between South and North. In the other the
grateful thanks to allies. In the pic four of VIGIL
family members from Colorado died in
Korean War. War Memorial Museum. Seoul.

19. TIME AND SPACE.

20. THE ROAD TO GET HERE
IS NOT FOR
A SIMPLE MAN.
The metaphor of Long stairs in Seoul Palace.

21. BATTERY IS NEW
CINDERELLA.
When battery starts to fall you really desire to
be in a “safe place”. For example: Hotel.
Maping, translation, consulting and orientation
is throuh our Hub.

23. THE CLIENT BRIEF
Tube shop at Yeongdeungpo station

24. NEW FRIENDSHIP IS IN POCKET.
James, Alexey and Alexander in Grand Hyatt Hotel. Further
contact will be through mobile.& SM

25. Emilio Pila.
Digital Planning Director
at Cheil Spain
THIS IS ME.
E-commerce Start Up Best Asian Agency
2001 2003 Top Digital Agency 2005 Creative Boutique 2006 Big Worldwide Agency 2011
(client) Advergaming
FROM PURE ONLINE TASTER TO INTEGRATION ROAD

26. THIS IS ME, TOO.
PERFORMING AT HARD ROCK MADRID IN CHEIL XMAS PARTY
Emilio.pila@cheil.com
@planerpila
@cheilspain
Facebook.com/todoyeguadamilitar

27. GOOD BRIEFSARE INSPIRING. ITS A FORMULA THAT RELATES ISSUE, INSIGHT AND CHALLENGE. UNVEALING 2 TRUTHS: PRODUCT TRUTH & PEOPLE TRUTH
BAD BRIEFS ARE INCONCRETE, DULL, MARKETING DUDE SPEAKING, WITH NO OBJECTIVE AND EXECUTIONAL. WANT IT ALL. LONG

28. GOOD BRIEFS ARE A FORMULA
OBJECTIVE BUSSINES CLIENT NEED
ISSUE AVOID OBJECTIVE. REALITY OBSERVED
INSIGHT FIND A WAY TO SOLVE ISSUE.
INSPIRE CHALLENGE
CHALLENGE PROPOSE BEHAVIOUR CHANGE
CREATIVES TO FORMULATE THE
IDEA

29. THE TRUTH LENS
ULTIMATELY, BRIEF HAVE TO BE SEEN WITH 2 BALANCED REALITIES
AND ANSWER … WHAT DO YOU SEE?
THE ANSWER WILL BE THE IDEA

30. GOOD PIECE OF INSIGHTS
BMW. DO YOU LIKE TO DRIVE?
IF YES. OK, BUY A BMW.
IF NOT. THAT´S BECAUSE YOU DONT DRIVE A BMW. BUY A BMW.

31. OTHER PIECES OF INSIGHTS FROM CHEIL SPAIN BRIEFS
“CANT WAIT FOR MY COOLEST PIC´S LIKES”
“TRUE LOVE IS PROVEN AS TIME GOES BY” For Samsung. Connected Camera Begins. Smart Camera with 3G and android.
For Samsung Cheil Workshop.
“FOR SURE I AM CREATIVE”
For Samsung Note, Be creative.
“WHEN YOU PLAY AS A TEAM,
POSSIBILITIES GO TO INFINITE”
For Samsung Basketball Sponsorship activation with Spain team, “(EVEN BEING SPANISH),
Current Eurochampion.
I REFUSE SEX BEFORE MY LAPTOP”
For Samsung new Smart PC.
“I AM THE STRONG STAR TEAM”
For Adidas. Local Launching Experiential for Retrocharge football “IF I GIVE A COKE, I GIVE HAPPINESS”
boots for tough defense players. For Coca Cola CRM vending machine promo. 4+1
“BUY LOWCOST. LOOK FLASHY” “FAMILY PERSONAL SHOPPER”
For Stradivarius ZARA group dinamizartion instore. Youngsters buy For ZARA dinamization instore. Everybody ask for family advice
mainstream but mash up in their own way creating premium look in one closer person in real time through live Chat as Chat-On