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IF NOT FOR LOVE,
THEN FOR WHAT?


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Excited to announce the success of our brand event during Frieze Seoul, where we brought together the worlds of art and luxury with Don Julio Tequila.

For the Don Julio "Por Amor:IF NOT FOR LOVE, THEN FOR WHAT" campaign, I directed the visual and experiential aspects of a pop-up event at Anthracite Hannam, showcasing the brand's message, "Follow your heart, not your head."

The pop-up featured an exhibition titled "Por Amor" by international model Sora Choi and her husband, photographer Kove Lee. Their work, comprising hundreds of Polaroid photos, explored love and everyday life, emphasizing the raw humanity of analog photography in the digital age.

The pop-up offered interactive events, sensory experiences, and opportunities for guests to discover Don Julio's premium tequila range, including signature cocktails and curated food pairings. The campaign extended across 20+ venues in Seoul during Frieze Week, engaging consumers through various brand activations and a social media-driven event, #WhatsYourPorAmor, to deepen customer connection with Don Julio's message of passion and love.




ENTRANCE
: BEVERAGE TASTING_Taste
2nd FLOOR
: WHAT’S YOUR POR AMOR?_Scent&Explore
3rd FLOOR
: VIP PARTY_Joy&Experience


More to come.
Art director. Yujeong Lee
CLIENT | DIAGEO KOREA
CREATIVE AGENCY | Jung von Matt HANGANG
PRESS POR AMOR