INNOCEAN (KRX: 214320)(Global CEO Yongwoo Lee), in collaboration with Shinsegae Property (CEO Young-lock Im), has launched a public safety campaign titled The World’s Biggest Lifeguard at Grand Josun Media — a large-scale digital signage display in front of Haeundae Beach in Busan, Korea.
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The World's Biggest Lifeguard in Busan, South Korea (Photo: INNOCEAN)
This campaign delivers real-time safety messages through a 3D anamorphic video featuring an oversized lifeguard. The content reflects live environmental data such as weather conditions, wave height, and safety guidelines. For instance, when waves are high, the lifeguard issues on-screen alerts, from partial to full beach access restrictions. During normal conditions, the video background reflects weather changes, including clear skies, clouds, and rain, to add a sense of realism. At night, the video shows lifeguards monitoring emergency systems, reinforcing 24-hour vigilance.
Grand Josun Media is a curved digital board (25m wide, 31m tall) installed on the facade of Grand Josun Busan. Since its operational launch in June, it has drawn major public interest as Korea’s first free outdoor ad zone outside the Seoul metropolitan area. Utilizing this massive screen, the campaign features an overwhelmingly large lifeguard delivering real-time safety messages to vacationers at Haeundae Beach. The initiative is led by Shinsegae Property, with INNOCEAN in charge of planning and production.
An INNOCEAN official noted, “We believed outdoor advertising could deliver a strong visual impact. To build trust, we featured a real Haeundae Beach lifeguard as a model in the video.”
Haeundae Beach attracts 200,000–250,000 visitors daily in peak season. Rising sea temperatures have increased rip currents, and risky behavior like swimming under the influence persists. With limited rescue staff, verbal alerts alone have proven insufficient.
The campaign aims to reduce accidents and boost awareness through intuitive, real-time visuals. It also offers tourists a unique, immersive digital experience, contributing to both public safety and local tourism.
INNOCEAN and Shinsegae Property plan to continue developing digital-out-of-home (DOOH) campaigns that deliver meaningful public messages and enrich urban experiences. CEO Yongwoo Lee stated, “Starting with The World’s Biggest Lifeguard, we will continue to share campaigns that positively impact society through creative media.”
INNOCEAN won the operating rights in June for Grand Josun Media, a large-scale outdoor media display installed on the facade of Grand Josun Busan in Haeundae-gu.
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