This year’s contest attracted more than 3,000 entries, from which 12 winners were selected.

In addition to nurturing passion and creativity in college students, Kumho says that its advertisement contest has also played a vital role as a communication channel that has aided the company in understanding the needs of consumers. The contest themes range from corporate brand and Manchester United sponsorship advertisements to corporate public relations about the company’s environmental protection activities, with a focus on delivering a social message.

Winners were chosen by a panel of advertising professors, advertising agency staff and Kumho Tire employees via a three-stage screening process consisting of preliminaries, semi-finals, and finals. Many of the entries this year were of a high level of quality, comments the tyre maker, thereby making the judges’ decision a difficult one. The judges all agreed however that the level of quality of this year’s entries was higher than last year’s.

“The Kumho Tire contest has been a showcase of dreams and passion, where college students can unleash their original ideas,” said Kumho marketing director Hae-Dong Oh. “We are excited to support the beautiful efforts of college students, and look forward to an even more mature event next year.” (Tyres & Accessories/Staffordshire, U.K.)