In global branding, what ultimately lingers in people’s minds is rarely the volume of information conveyed, but the quality of the impression left behind. This is especially true in Times Square, one of the most visually saturated environments in the world, where brands compete not to be understood, but to be remembered.
In such a setting, meaning is shaped less by explanation than by symbolism, and presence often matters more than persuasion.
It was within this context that Korea Electric Power Corporation (KEPCO), following its listing on the New York Stock Exchange, confronted a fundamental branding question: how should Korea’s national energy utility be perceived on the global stage?
Rather than introducing itself through conventional corporate messaging, KEPCO opted for a symbolic declaration—an approach focused on shaping perception rather than delivering information.
Seoul-based Crack the Nuts, the lead strategic partner on the project working with KEPCO on the OOH campaign, told us that it was conceived not as a typical overseas OOH effort, but as a global symbolic brand communication initiative designed to define how K-Energy should appear, feel, and be remembered by international audiences.
The agency described it not as an advertisement, but a symbolic declaration.
From Technology to Symbol
KEPCO’s technological leadership across transmission systems, smart grids, and overseas power generation projects has long been recognized within the global energy industry. However, as the company’s international footprint matured, the challenge it faced was no longer one of technological proof, but of perceptual clarity. The question was not whether KEPCO possessed world-class capability, but whether that capability had been translated into a distinct and recognizable global brand presence.
To address this, KEPCO deliberately shifted away from the conventional approach of listing achievements and technical specifications. Instead, it sought to compress its identity into a single, powerful visual expression that could instantly communicate trust, scale, and national credibility. Crack the Nuts, worked closely with Studio BAIKER to develop a brand language that would replace explanation with recognition—transforming technological authority into visual presence, and presence into emotional trust.
“In Times Square, brands lose their power the moment they try to explain too much. What remains is not information, but memory,” said Chad Song, Chief Vision Officer of Crack the Nuts Inc. and lead brand architect of the project.
“For national-scale brands like KEPCO, the role of communication is not to describe technology, but to design how that technology is remembered. This project was about choosing what kind of impression KEPCO should leave on the world — and then designing a symbol that could carry that impression globally.”
Campaign Dive
Crack the Buts shared more insights into the OOH campaign.
The Tiger: Translating Cultural Identity into Global Brand Language
At the heart of this symbolic strategy stood the tiger, a figure deeply rooted in Korean cultural heritage and emotional memory. Inspired by Hojakdo, a traditional Korean folk painting motif, the tiger has long represented strength, guardianship, and vitality within Korean culture. For this campaign, the tiger was not simply adapted as a decorative character, but reinterpreted as a contemporary three-dimensional brand symbol that could embody KEPCO’s role as a reliable and powerful energy partner.
In Times Square, brands lose their power the moment they try to explain too much. What remains is not information, but memory.
To ensure that this cultural symbol could resonate beyond national boundaries, the design incorporated color rhythms and visual structures derived from Dancheong—the traditional decorative painting found in Korean architecture—and lantern motifs, translating heritage aesthetics into a globally legible visual language. The result was a symbol that carried both cultural authenticity and international readability, enabling K-Energy to communicate trust and authority without relying on textual explanation.
Spatial Storytelling through Anamorphic 3D
The symbolic narrative was further amplified through the use of anamorphic 3D technology, specifically optimized for the curved screens of Times Square. Rather than remaining confined within the boundaries of the screen, the tiger appeared to emerge into physical space, creating a moment that was experienced less as an advertisement and more as an arrival.
This spatial illusion transformed the campaign from a visual message into a sensory encounter, allowing KEPCO’s brand presence to be felt rather than merely seen.
Silicon Valley, the global epicenter of technological innovation, served as the second stage for this symbolic declaration. Within this context, KEPCO’s technological authority naturally aligned with the surrounding innovation-driven narrative, reinforcing the brand’s positioning as a trusted global energy partner operating at the intersection of infrastructure, technology, and future readiness.
The campaign was live across Times Square and key digital billboards in Silicon Valley from December 22, 2025 to January 2, 2026, marking KEPCO’s first coordinated global brand appearance following its NYSE listing.
