The music video for NewJeans' "ETA" has been recognized for its originality at a prestigious global advertising festival.
On May 22, ADOR announced that NewJeans received the Bronze Pencil in the Branded Entertainment - Music Videos category at The One Show 2024, one of the world's most esteemed advertising festivals, for the music video for "ETA," one of the title tracks from their second EP 'Get Up.'
The music video also won Merit Awards in three additional categories: Branded Entertainment - Long Form Video / Series / Episodic, Music & Sound Craft - Artist / Brand Collaboration, and FILM & VIDEO - Innovation / Use of Media in Film.
The One Show, which started in 1973, is recognized as a leading international advertising festival, alongside the Cannes Lions and the Clio Awards, known for its history and prestige in the global advertising industry.
This year, about 20,000 works from 69 countries were submitted. "ETA" was submitted under the title, "Reinventing the Music Video." The music video was a collaboration between Apple and director Shin Woo Seok of Dolphiners Films, and it was shot and produced entirely with an iPhone.
Director Shin Woo Seok explained, "The video captures the perspective on unverified information and rumors delivered through mobile phones, which are modern communication tools."
He added, "We receive and judge information that we haven't seen firsthand. In that process, many facts get distorted and exaggerated. Yet, we pass on this information without questioning its authenticity."
The "ETA" music video was previously recognized for its creative effort with a Bronze Award at the Asia-Pacific advertising festival Spikes Asia in March. Now, it has been honored again at an international advertising festival.
Additionally, the song "Be Who You Are" featuring NewJeans for Coke Studio won the 2024 Silver Pencil in the Music & Sound Craft - Original Music / Song category and the Bronze Pencil in the Music & Sound Craft - Artist / Brand Collaboration category. Meanwhile, NewJeans "Massita" for Coca-Cola also won the 2024 Merit award in the Music & Sound Craft - Artist / Brand Collaboration category.
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Don’t drink cola guys. It’s unhealthy af!
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