Unexpected Intros: Jaewon Kim
At DDB, we have a simple belief. That Unexpected Works. It means that the best idea is the one you never saw coming. The thing that catches you so off guard that you can‘t look away. And the only path to genuinely unexpected works is through creativity.
And in order to create awesome works, you need awesome people. Because you can’t make the unexpected if you only work with the usual suspects. In this Unexpected Intros series, we take a peek behind the curtain at some of the diverse thinkers that make up our network and validate Bill Bernbach’s notion that an idea can turn to dust or magic, depending on the talent that rubs against it.
1. Name, Title, Office
Jaewon Kim, account executive, DDB KOREA
2. What was your very first job?
Jaewon> My first ever job was also at an advertising agency, and I spent six months as an intern in the planning department. I remember being excited to work at an advertising agency and be part of actual idea sessions. I still remember the feeling of pride and excitement when an idea I proposed actually made it into an ad or event (even if it was only a small part of it).
3. How did you wind up in advertising?
Jaewon> At college, I actually majored in language education rather than advertising. Although I enjoyed learning from books, such as grammar and reading old classic novels and poetry, I felt that something was missing. In search of a new path, I took an advertising class and became fascinated with how the industry is constantly changing and expanding according to global shifts and various trends.
Later, I participated in many advertising clubs and competitions, and had a lot of fun proposing and discussing campaign ideas with my peers. I started working in advertising because I wanted to be a person who solves problems for brands and society through heartfelt ideas.
4. Piece of creative that inspires you?
Jaewon> I love the way Nike and Apple inspire people in their own way - the Nike 'Play New' campaign and the Apple 'Behind The Mac' campaign are iconic creative concepts.
I'm also particularly inspired by the winners of the International Advertising Festival every year. When I see how each brand/advertising company approaches social issues and brand concerns in a fresh way to solve them with unique solutions, I feel a sense of my brain awakening and becoming refreshed.
5. What are you currently reading, watching, and listening to?
Jaewon> Reading: The newsletter Careet (if you want to know the latest trends for those in their 20’s/30’s in Korea, visit Careet), and novels that are often recommended by my bookish friends.
Watching: I love musicals and theatre! So far, I've seen Wicked, Aida, Kinky Boots, and many other musicals, and I'm constantly looking for performance videos. This summer, I'm going to see Memphis and The Phantom of the Opera.
Listening: I listen to a lot of musical numbers, indie music, and OSTs from my favourite dramas. I'm currently obsessed with AJR's songs!
6. What’s a goal/hope/dream of yours?
Jaewon> I once organised a project with my friends in an advertising club to raise awareness of various social issues and find solutions to improve them. When we first organised the project, our goal was to continue it every year, but as we got busier and busier, we couldn't continue it. If I had the chance, I would love to be able to work on another project with them again.
Also, as time goes on and I become more experienced, it's my dream to eventually run my own brand. I don't have a specific idea of what category of brand yet, but I want to create something that can have a positive impact on the world.
