As the first step, in this launch campaign, the creative was developed to make sure it caught the eyes of the audience, created a differentiating impression, and delivered a high-end premium brand image.We have addressed these objectives by adopting a signal color, the Korean Air celadon blue, and using it to accentuate key symbolic icons (symbols of key benefits or relevant factors) within the images that are treated in fashionable grey tones. The premium brand image was hinted through the image of the model, who was an indirect portrayal of the potential brand audience.