'The Biggest Lifeguard' wins OOH Grand Prize, Redefining Public Value of Digital OOH Media in South Korea

On December 2, the 39th Korea Advertising Awards were held at the Grand Ballroom of The Plaza Hotel Seoul under the theme “HAPPY NEW CREATIVE!”, celebrating the enduring power of creative thinking in a changing era. More than 700 industry professionals—from agencies, advertisers, production companies, media owners, government bodies, and academia—filled the venue.

The Grand Prize in the Out-of-Home (OOH) category was awarded to “The Biggest Lifeguard,” a public-interest campaign that redefined the role of large-format digital media in urban space.

The campaign was developed by Shinsegae Property, INNOCEAN and Studio Lennon, and executed on Grand Josun Media, a landmark digital façade overlooking Haeundae’s Gunan-ro and its 1.5-kilometre-long beach in Busan.

What prompted the launch of this campaign?

Haeundae Beach attracts more than 10 million visitors annually, cementing its status as one of Asia’s most visited urban beaches. As visitor numbers rise, so does the burden on lifeguards responsible for public safety. The idea emerged in June, shortly after the launch of Grand Josun Media, when the partners began discussing what role this massive screen could play beyond commercial advertising. The concept of “the world’s biggest lifeguard” immediately aligned the interests of Shinsegae Property, INNOCEAN, and Haeundae District Office, enabling the campaign to go from planning to launch within weeks, in time for the August peak season.

What makes Grand Josun Media uniquely suited to this idea?

Measuring 25 by 31 metres, the screen commands visibility across Gunan-ro and much of the beach itself. Its scale and location make it one of Haeundae’s most recognizable landmarks. The team felt it would be a missed opportunity to use such a medium purely for commercial messaging. By visually reinforcing safety information that was previously delivered mainly through audio announcements, the screen was repositioned as a form of public safety infrastructure.

What was the core creative concept?

The central idea was simple: a building-sized lifeguard watching over Haeundae in real time. To ensure authenticity, the campaign featured an actual lifeguard with over a decade of experience from Haeundae’s private water rescue team. The façade became a giant watchtower, communicating sea conditions through three clear stages—Safe, Partial Control, and Full Control—using universally understood visuals such as hand signals, red uniforms, and rescue tubes.

What mattered most creatively for an OOH execution of this scale?

Instant legibility. From a distance, the message had to be understood at a glance. High color contrast, simplified forms, and realistic 3D visuals were essential. The lifeguard figure needed to convey authority and trust, while remaining approachable. In calm conditions, the character greets visitors or reacts to weather changes; in restricted situations, firm hand signals communicate urgency without words.

How was the campaign operated?

After the idea was finalized in late June, production moved rapidly to meet the summer season. The campaign was synchronized with official beach operating hours, and real-time data such as weather and wave conditions were integrated into the system. Multiple versions were produced for different times of day and weather scenarios, ensuring clarity and freshness whenever visitors encountered the screen.

How did audiences respond?

With international tourism surging in Haeundae, the non-verbal nature of the communication proved particularly effective. Visitors of all nationalities could instantly understand the situation. Many stopped to film or photograph the giant lifeguard, organically amplifying the campaign across social media.

What does this say about the future of OOH?

Iconic locations combined with impactful content are pushing OOH beyond advertising into the realm of urban services and tourism assets. Data-driven, real-time content that delivers tangible public value strengthens the medium’s relevance and accelerates its growth. “The Biggest Lifeguard” stands as a case study in how cities and media can reinforce each other.

Any final thoughts on winning the Grand Prize?

The team credits the award to a shared belief in doing what OOH does best—using scale, visibility, and creativity to serve people. By transforming a commercial screen into a safety asset, the campaign demonstrated how “good ideas” can elevate both cities and media.