Jung von Matt’s Hangang (Seoul) office has co-created a new global campaign for skincare driven by curiosity and science’ brand Laneige that stars Sydney Sweeney playing the host, plus two contestants vying to win in a game show.
The Laneige Show combines humour and competition to showcase the hydration benefits of Laneige’s Water Bank Moisturizer, positioning it as an ideal solution for moisture barrier enhancement. Sweeney takes on a unique triple role as a charismatic show host and two contestants: the charming intellectual Syd and the ambitious go-getter Sweeney. Who will win? The game is on, but the answer to every question is Laneige’s Water Bank.
In a truly international collaboration, Jung von Matt Hangang worked on the brief alongside JvM Neckar, based in Germany. Both teams bring unique strengths to the table: the Seoul team, comprised entirely of local Korean talent, brings an in-depth understanding of the local market dynamics while JvM Neckar leverages the expertise of its Beauty Collective.
Yoon Sung Choi, CMO at Laneige, said “Jung von Matt has once again proven their expertise in creating compelling narratives that resonate with our audience. The Water Bank campaign is a perfect blend of education and entertainment, and we are excited to see the impact it will have.”
The casting of “Euphoria” star Sydney Sweeney, the global ambassador for Laneige, is designed to appeal to an international Gen Z audience, with her performance subverting the traditional beauty commercial with humour.
In addition to creative concept development, JvM managed all elements of the campaign’s execution across 19 countries, supporting Laneige’s continued expansion and brand positioning in the skincare industry. Laneige’s broader campaign includes a comprehensive social media strategy, special promotions, and the addition of a new product to the Water Bank line—the Water Bank Gentle Gel Cleanser.
The collaboration speaks to JvM’s proven capacity for executing large-scale, culturally resonant campaigns with localized precision. Over several campaigns with, including a previous Laneige campaign featuring Jin of 21st century pop icons BTS, both agencies (JvM HANGANG and JvM NECKAR have showcased theircreative excellence.
Hyitai Kim, Managing Director of Jung von Matt Hangang (Seoul):
“Sydney Sweeney is more than a face for the brand; she’s a storyteller. Her energy and versatility made her the perfect partner for Laneige, allowing us to showcase what the product and franchise stand for—delivering hydration and confidence with a touch of entertainment.”
Bill Yom, CCO, Jung von Matt HANGANG (Seoul):
“This campaign is a testament to how the right brand ambassador and creative vision can amplify each other. Sydney Sweeney’s charisma perfectly embodies Laneige’s bold and youthful identity, allowing us to craft a story that resonates with audiences around the globe.”
Nicole Groezinger, Creative Director, Jung von Matt Beauty Collective:
“Question: What are the key ingredients of a beauty campaign? A) A beautiful look, B) A world-famous testimonial, C) Both, plus a striking idea. We at the JvM Beauty Collective strongly believe in the power of great ideas. With this campaign, we demonstrate how a beauty campaign that goes beyond clichés and exceeds category expectations can be truly successful.”
The campaign will launch in December in the US; in January in other countries. It will be visible across multiple channels, including online video platforms, social media, and retail environments.
