K League's campaign wins gold prize at International ad festival

The promotional video for the "Dribble-made Route" campaign produced by the Korea Professional Football Association (K League) in partnership with Hana Financial Group and the Community Chest of Korea was recognized worldwide by winning the gold prize at the "2022 Clio Sports Awards," an international advertising festival, it was reported on Friday.

The association explained, "The Clio Sports Awards is an international advertising award event specializing in the sports category newly established in 2014 by the "Clio Awards," one of the world's top-three advertising award events, and grants awards every year to inspiring campaigns with refreshing ideas in the areas of sports, advertising, and marketing."

The "Dribble-made Route" video won two gold medals at the "2022 Clio Sports Awards," winning gold in the experiential-events category and silver in the public relations category.

The "Dribble-made Route" is one of the "Everyone's Soccer Field, Everyone's K League" campaigns to improve access for the mobility impaired by the K League. The purpose of this campaign is for fans to directly participate in the production of guide maps for the mobility handicapped to create a consensus on them.

The association said, "With Hana Bank, the K League title sponsor, we are striving to create social values through sports by engaging in various social contribution activities beyond simple sponsorship," adding, "We are making positive changes in various areas, such as 'Green Kick-off' for raising people's environmental awareness."

Write to Hee-Chan Cho at etwoods@hankyung.com