Over the years, she’s picked up multiple Grand Prix awards at major advertising festivals in Korea — and not just locally.

Her work has been recognized at the New York Festivals, Mad Stars, and the Red Dot Awards as well.

This year marks her second time on the Spikes Asia jury.

One of her campaigns, ‘I’m Dognor,’ says a lot about how she thinks.

Instead of adding another message to the noise, she created something that didn’t exist before — a new ‘breed’ called Dognor.

It tackled the issue of blood donor dogs — a problem everyone knew about, but no system, no institution, no policy had actually managed to fix.

The campaign didn’t just raise awareness.

It shifted behavior.

And it helped turn dog blood donation into a real, living culture.

She believes — and her work keeps backing this up — that what we do isn’t just about selling things.

That creativity can move people.

And when it does, it can change more than just numbers.