Hyundai Card to show films at BIFF
Hyundai Card is scheduled to screen four short fantasy films that they produced at the 24th Busan International Film Festival (BIFF), according to the company on Thursday.
Based on the four colors of the company’s premium cards - red, green, purple and black - they made four short films in an omnibus format. Titled “The Green Moon,” “The Red Door,” “The Purple Rain” and “The Black Jean” the company is promoting the project as an “unbranded film,” in which the company’s own products or services aren’t shown or advertised in the films. Instead, it portrays the brand’s values in the narrative.
“We wanted to overcome the limit set by traditional forms of advertising and branding,” said a company insider. “So we used fantasy storytelling to plan this project.”
The films will be screened on Oct. 5 at 9:30 p.m. and Oct. 9 at 3 p.m. Those who want to see the films must reserve their free tickets through the company’s Dive app. The films will be also released on OTT (over-the-top) platform Watcha on Oct. 5.
By Lee Jae-lim
with the Korea JoongAng Daily
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