Korean skincare brand Laneige’s latest global campaign stars Gen Z favourite actress Sydney Sweeney.
The campaign ‘The Laneige Show’, created by agency Jung von Matt’s Hangang, Seoul, office, features Sweeney in a one-woman show, playing the host of a game show as well as the two contestants.
Jung von Matt Hangang CCO Bill Yom said, “This campaign is a testament to how the right brand ambassador and creative vision can amplify each other. Sydney Sweeney’s charisma perfectly embodies Laneige’s bold and youthful identity, allowing us to craft a story that resonates with audiences around the globe.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Jung von Matt Hangang worked on the campaign brief alongside German sister-agency JvM Neckar, which managed the campaign’s execution across 19 countries.
Laniege CMO, Yoon Sung Choi said: “Jung von Matt has once again proven its expertise in creating compelling narratives that resonate with our audience. The Water Bank campaign is a perfect blend of education and entertainment, and we are excited to see the impact it will have.”
According to the skincare brand, the advert “subverts traditional beauty commercials with humour.”
The campaign will launch in December in the US and in January globally. It will be featured across social media channels, retail environments, and online video platforms.
Jung von Matt Hangang managing director Hyitai Kim said: “Sydney Sweeney is more than a face for the brand; she’s a storyteller. Her energy and versatility made her the perfect partner for Laneige, allowing us to showcase what the product and franchise stand for—delivering hydration and confidence with a touch of entertainment.”
