26-05-2025
Daehong Communications to host 42nd Daehong Creative Awards for aspiring advertisers
Daehong Communications, the advertising subsidiary of Lotte Group, announced the launch of the 42nd Daehong Creative Awards, a leading university advertising competition in South Korea aimed at nurturing the next generation of creative talent.
Since its inception in 1984, the DCA has grown into a key industry-academia collaboration, attracting over 4,000 university students from Korea and abroad each year.
This year's competition has been refined to better reflect real-world advertising and marketing environments, incorporating feedback from both participants and internal staff members.
Submissions will be accepted online from July 11 to 17 across five categories: Visual, for print and visual ideas; Film, covering TV and video ads; Digital Content; Experience, for online and offline customer experiences; and Outdoor Activation, for interactive outdoor campaigns.
Participants will develop campaigns among nine selected brands, including Lotte Wellfood, Lotte Chilsung, Lotte World, Uniqlo and Nexen Tire, targeting Generation Z consumers. Brands and categories can be freely combined.
Winners will be announced at an awards ceremony in September. The grand prize includes 5 million won ($3,700) and a hands-on internship at Daehong Communications.
