Live life to the fullest today

Part 1 Creativity
Turn the tables, change the rules

One word that changed my life
Daegu country bumpkin sets foot in New York
I was a square stone
I will make my mother's dream come true
My English Learning Machine
Why did I fly to New York?
How to Live with Monsters
More than the campus, more than the professor
A student who is rude, a professor who is rude even more
$2 hamburger, $80 glass of whiskey
I told you not to photoshop!
3 seconds of lecture, 3000 minutes of preparation
Even a chimney can be a gun
I am a contest star
The visuals are really strong
Discontent breeds creativity
Are you going to burn your life?
Think while taking a dump and take notes while eating.
I'm an idea addict
Do a show, do a live show
A wild ride up Madison Avenue
Take down that fucking billboard
Advertising without legs travels a thousand miles.
A job where you can bury your bones?
You reap what you sow
EAT or DON'T EAT
Why I Make Public Service Announcements
JFK → ICN

Part 2 Public Interest
Hongik Ingan will do it

Giving a name
The young man sharpening a bat
When I lay down, my head and feet touched.
Heungbu's family
An eye-opening experience
Look at it differently. Even obstacles become stepping stones.
Admiral Yi Sun-sin is taking off his clothes
Naked Art Museum
Top 5 Experimental Ads from Labs
Let it be reported on the 9 o'clock news
Living as an advertiser in Korea
gate crasher
BC and AD in the history of advertising in Korea
Tigers don't eat grass
For some, a newspaper is a blanket.
Advertising for the underprivileged
Disability rights issues
Advertising for children and teenagers
hunger and water problems
Crime and security issues
environmental issues
Advertising for the Nation
What is a public service announcement?
Public Awareness Reform Project
Other social issues, big and small
The Advertising Research Institute's Public Service Advertising History
An advertiser's dream
You win by fighting by the rules you want!

Conclusion
Those who created it

The advertising genius that Korea abandoned returns as Super Eul!

The revised edition of 『Advertising Genius Lee Je-seok』, which contains the unique advertising world of Lee Je-seok, the sign artist who surprised the world, has been published by Hakgojae.
This book contains the passion for public service advertising of Lee Je-seok, who started a new career by establishing the 'Lee Je-seok Advertising Research Institute', and the achievements over the past three years since the first edition was published.
The volume also increased by about half, from 216 pages in the first edition to 360 pages in the revised edition.
Author Lee Je-seok, born in Daegu in 1982, is an advertising professional. After graduating from Keimyung University's College of Fine Arts, he started making signboards. Within two years of moving to New York, he swept a whopping 29 medals at the world's leading international advertising festivals, earning him the nickname "advertising genius."
In 2010, he was appointed as the youngest member of the Presidential Commission on Future Planning, and is actively conducting public service advertising campaigns both domestically and internationally with NGOs such as the Environmental Foundation, Love Fruit, World Vision, and the Korean Red Cross, as well as government agencies such as the Seoul Metropolitan Government, the National Police Agency, the Ministry of Gender Equality and Family, and the Ministry of National Defense.

Our society gave him the title of 'loser' after graduating from a local university.
Now we call him 'Super Eul'!
A fiery fastball thrown by 'Super B - Advertising Genius Lee Je-seok' to all the A's in the world!

Lee Je-seok was once a 'loser'.
In Korea, where qualifications are more important than skills, I worked as a local signboard maker without being asked to go, and then moved to the United States.
And over the course of a year, it won 29 medals in international advertising competitions, including the grand prize at the One Show Festival, one of the world's top three advertising festivals, a bronze medal at the Clio Awards, known as the Oscars of the advertising world, and two gold medals at the ADDY Awards of the American Advertising Association.
He received love calls from prestigious advertising agencies in New York, including JWT, the largest advertising agency in the U.S., as well as major companies such as BBDO and FCB, but he left the companies that were in chaos and that others could not enter, saying that he would do the advertising that he wanted to do.
After returning to Korea, he founded the Lee Je-seok Advertising Research Institute.
Although he had won prestigious awards and worked for an internationally renowned advertising agency, when he returned to Korea, Lee Je-seok was still penniless.
No matter how much I gained experience and recognition in the overseas advertising industry, the response from the Korean advertising industry was always cold.
As is the case in any world, there are vested interests in the advertising world.
It is an advertising agency and in-house agency operated by a large corporation.
It is a company run mainly by advertising from affiliates, with the second generation of chaebols holding the CEO position.
In the 'battlefield of money' where large corporations are plastering billboards with a barrage of advertisements, Lee Je-seok is developing the inner strength to quietly break through without being influenced by the billboards.
It is not advertising only for capitalists, but also for those in need, and it is public service advertising that addresses not only products but also political, economic, social, and cultural issues to change society.

“Billboards are a veritable battlefield for money.

Advertisers increase their budgets one after another, saying things like media costs, model fees, and promotional expenses.

I don't like billboards like this.
In common parlance, it is an eyesore to be talking nonsense about money.
I want to change this situation.
A billboard that only the rich can survive.
“Isn’t that just a billboard?” (Page 142)

A book that sold 200,000 copies, why publish a revised edition?
The first edition was just a prelude!
The definitive version that exploded Lee Je-seok's uncontrollable talent

“It has been reprinted 25 times in just four years since its first edition came out, and it is still selling well enough to be made into a movie and drama, but I made a decision.
I thought it was not the author's duty to just hum old songs that had passed away.
So that's why we're upgrading.

In four years I've been through more than I've in my entire previous life.
By the secular standards of our society, I'm a thirty-one-year-old man living a pretty decent life, but I've also soared so high that I didn't know the sky was high, and fallen so deep that I didn't know the ocean was deep.
The essence hasn't changed much, but in the meantime I've learned a lot more, felt a lot more, and become a lot stronger.
But keeping your mouth shut is dereliction of duty.
“I feel it is my duty to report at this point how and to what extent the promises I made in the first edition have been kept.”

It contains Lee Je-seok's large-scale projects and latest advertisements that are on a different level, such as the 'Ta-ui-jung' box installed in place of the statue of Admiral Yi Sun-sin in the middle of Gwanghwamun, the racing game billboard installed in New York's Times Square, the most expensive place on Earth, and the all-nude Mona Lisa painted on the curtain of the National Museum of Modern and Contemporary Art.
We've added content that readers are thirsty for, such as stories about popular works and episodes related to advertising production.

If the first edition was about a country boy's success story, his advertising challenges, and the process leading up to the establishment of Lee Je-seok's Advertising Research Institute, the revised edition includes his success story as an advertiser, as well as Lee Je-seok's advertising philosophy and vision for what advertising should be like in the future.
This is Lee Je-seok's determination to criticize the reality of the advertising industry, including large capital and the star system, and to move forward by redefining his own values ​​without being tainted by the chronic, hardened evils of the advertising market.