The Seoul Metropolitan Government launched a FOOH-style video content campaign to promote its official characters, Haechi and the Soul Friends, and to strengthen the brand identity built around them.

Set against the symbolic backdrop of Gwanghwamun, the campaign features a character-driven narrative where each mascot appears through motion that reflects their unique persona. From Baekho demonstrating Taekwondo, to Cheongryong and Hyeonmu strolling leisurely, and Jujak flying in to give a warning—each character captures viewers' attention through dynamic motion. The video culminates with Haechi’s magical orb spreading joy, accompanied by the closing message: “Don’t worry, Be HECHI!”

The video was published on the official Haechi Instagram account, where it garnered approximately 60,000 views and over 1,000 likes. It was also featured on the main screen at the Seoul Spring Festa held at Seoul Plaza and broadcasted across major public media channels, including those operated by the Seoul Tourism Organization.

By integrating iconic city landmarks with original IP characters, this FOOH campaign successfully increased character recognition and elevated public affinity toward the Seoul brand.