CHALLENGE:
Successfully relaunched Actium to increase brand awareness and strengthen the connection between the product and fatigue.

IDEA:
풀어도 풀리지 않는 피로 (Persistent fatigue that doesn’t go away) To establish common ground with consumers, fatigue was depicted as a bed to represent difficulty waking up in the morning, and model Cha Seung-won was reused to enhance Actinum's recall and foster brand awareness.