How do Brand win
BTS Army’s Heart?
Concert-Proof Bar
Client
TIRTIR
Agency
JUNG von MATT.Hangang
Chief Creative Officer: Bill Yom
Executive Creative Director: Sabine Yoo
Creative Director: Soonah Chang
Art Director: Wonbeen Seo, Soyeon Yoo
My Role
Copywriter
At BTS THE CITY’s ARMY MADANG in New York, TIRTIR was the only K-beauty brand. But being a beauty sponsor wasn’t enough. ARMY had spent so much time planning their concert looks, only to face travel, long queues, heat, and sweat before the first song. The concert lasts a few hours. The look has to last all day.
So instead of just showcasing beauty products, we helped fans keep the look they had chosen. CONCERT-PROOF BAR turned TIRTIR’s sponsorship booth into a concert-day beauty station, where fans could prep, set, and touch up with the Perfect Setting Duo — a primer and makeup fixer — with guidance from staff. A practical way to bring TIRTIR’s BE YOU, BE CONFIDENT philosophy to life for ARMY in BTS World Tour Arirang.
BTS was Back in NYC
with BTS CITY ARIRANG
Our client, TIRTIR, joined the event zone as its only beauty brand sponsor. But sponsorship was just the beginning. TIRTIR wanted ARMY—BTS's fans—to walk away knowing more than just its name. We wanted them to discover what TIRTIR had to offer.
We started from
Fan’s perspective.
What ARMY Couldn't Wait For.
Sing-Along
with their stars
Run & Jumping
with their stars
Being fully present
in the moment,
moved to tears of joy.
To be fully immersed in the moment, sharing an unforgettable experience with fellow fans without worrying about their makeup.
So we offer them,
Makeup Product that stays put through every move at a concert.
in CONCERT-PROOF BAR.
We also created a limited edition featuring products specially designed for long-lasting makeup.
- Prep Frimer
- Make Up Fixer
For fandom’s
TEAR-PROOF.
SWEAT-PROOF.
MOMENT-PROOF.
Featured In
