Year
2025 Sep 1 - 30
Role in project
MEDIA & PR, Strategy
Client
PUDGY Penguins
ABOUT THE PROJECT
Pudgy Penguins KBW 2025 Digital Billboard Activation
From the Incheon airport to Gangnam, Seoul turned Pudgy this Korean Blockchain Week 2025.
The Blurb managed a citywide welcome campaign for Pudgy Penguins for 30 days. The goal was to make the community feel the power of Pudgy Penguin in Asia the moment they landed in Korea.
Our team planned and executed a comprehensive experience that began at Incheon Airport, continued along the airport bus route, and culminated on the streets of Gangnam. Visitors arriving for KBW were greeted by Penguin Pudgy visuals at every step. This is from a custom bus wrap to premium billboards across the city’s busiest districts.
What We Delivered:
We built a multi-location experience that combined strategic placement, strong creative, and real-world engagement.
IMPACT HIGHLIGHTS:
- Reached an estimated 1.25 million pedestrians and commuters daily across Seoul.
- Distributed Pengu fans and shirts to the public during Gangnam activation
- Delivered government-approved drone coverage in restricted airspace
- Strengthened Pudgy’s brand presence in Seoul during Korea Blockchain Week through integrated transit and outdoor branding
- Built authentic, localized touchpoints that welcomed global visitors upon arrival and accompanied them into the heart of Seoul’s culture
Key Activations:
Incheon Airport Billboard
Gangnam Station and Central Ads Billboard
Bus wrap design and execution (ICN - Gangnam)
Mascot and Community Meetup
Timeline takeover
