ⓒ Dexter Krema
Dexter Krema has demonstrated its competitiveness in the digital out-of-home advertising sector by winning consecutive awards at major global and domestic ceremonies for its Haeundae Square No. 1 DOOH (Digital Out-of-Home) ‘Grand Josun Media’.
Dexter Krema, an AI digital marketing specialist and subsidiary of Dexter Studios (206560), recently won the Gold Award in the ‘Experiential & Immersive’ category at the MUSE Creative Awards for its large-scale DOOH ‘Grand Josun Media’ project. the Winner in the ‘Innovative and Impactful DOOH Advertising’ category at the Digital Signage Awards, and the Silver Award in the Digital Advertising category at the A.N.D Award. This recognition highlights both its content planning capabilities and its expertise in designing spatial media experiences.
‘Grand Josun Media’ is the first DOOH project in Haeundae-gu, promoted by Shinsegae Property and Josun Hotel & Resort. It is a massive vertical media display measuring 25 meters wide and 31 meters tall. Dexter krema demonstrated comprehensive execution capabilities for DOOH projects, overseeing the entire process beyond planning and producing the digital billboard video content. This included spatial experience design, on-site event production, and establishing operational strategies.
The Muse Creative Awards, hosted by the U.S.-based IAA (International Advertising Association), is an international digital advertising and marketing awards ceremony. It is known as a major event where global brands like Google, Spotify, Apple, and Mercedes-Benz participate. Dexter krema drew attention as the only Korean company selected in this year’s ‘Experiential & Immersive’ category.
Dexter krema was praised for maximizing visual immersion through its ‘Vertical Narrative’ design, which maximized the verticality of the Grand Josun Media. This design cleverly utilized the physical limitations of the vertical screen to create a ‘full-scale performance’ that powerfully expressed the vertical movement of the rising and setting sun and moon, along with human energy.
The Digital Signage Awards is an international event evaluating digital display projects, technology, and content competitiveness, leading the technological flow and market trends of the global signage industry.
The driving force behind the award was the introduction of virtual production technology in content creation, realistically recreating the explosive energy of dance team Just Jerk’s movements in the digital space. This achievement reflects the synergy within the group, combining Dexter Krema’s strategic planning capabilities and Dexter Studio’s technological expertise.
The A.N.D Award, hosted by the Korea Digital Enterprise Association, is Korea’s largest digital industry event. It recognizes influence and innovation across the entire digital industry.
Dexter Krema was recognized for its distinctive approach: redefining building exteriors not merely as commercial ‘digital billboards,’ but as public art embodying urban sensibilities and a ‘culturtainment platform’ accessible to all citizens. As the inaugural project in Haeundae’s ‘Outdoor Advertising Free Display Zone’—the first such zone outside the capital region—it holds symbolic significance for setting the benchmark for the area.
