My address UTO is a premium mobile phone service characterised by both Work Hard and Play Hard, showing a special telephone call quality for the young lifestyle of the ages between 25 to 35.

As the Internet becomes more important in terms of a new communication channel, branding advertisement was materialised in the plan of making an effective internet advertisement maximising merits of the vehicle. It was intended in series to portray the change of featureless life into eventful life with UTO service. Urban atmosphere and pictogram shaped by lines are the consistent key visual of this concept. In Creative one, subtitled Pictogram, the core part of the key visual is the UTO logo designed in 2D graphic which is a rare trial in Korea. In this flash, the logo UTO rotates in the man’s brain in a pictogram, it associates that the brain moves around. This symbolises the target of UTO with the code of two brains delivering the people’s desire to differentiate themselves from other’s lives.