hankyoreh

By Kim Bo-hyeop, staff reporter

Moon Jae-in’s election camp unveiled a new slogan and presidential identity, or “PI,” for their candidate on July 15.

Speaking at the National Assembly press center, representatives from Moon’s camp said the Democratic United Party senior adviser would be running as “the Republic of Korea’s man” under the slogan “People come first.”

Choi Chang-hee, Moon’s PR adviser and president of the advertising agency the Elevens, explained the idea for the slogan. “The idea that ‘people come first’ connects with the traditional spirit of ‘Hongikingan,’ benefitting all humankind, and of ‘Innaecheon,’ or ‘people are themselves heaven,’” Choi said.

“It captures Moon Jae-in’s philosophy and his determination to create a world where ahead of ideology, ahead of success, ahead of power, development, growth, families, and educational background, it is the person who comes first.”

As for the “Republic of Korea’s man” concept, Choi said Moon’s campaign would show him as “someone who has never hesitated to sacrifice as a son, a husband, a breadwinner, and a South Korean, a courageous believer in democracy, and a responsible and stable public servant.”

The camp selected ivy as a campaign symbol and deep green, the color of ivy, as a campaign color.

It is now working on developing a series of ten video advertisements incorporating the slogan for distribution through Moon’s website and social networking services.

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