This campaign was developed by Prism Visual Arts for Gangnam-gu's Self Support Center, where the main character played by Lee Yanghee (이양희) (Netflix's Kingdom, Bank Heist: Korea) gives a helping hand to a woman in need, played by Park Eunsun.

The main character is called Jipuragi Man. Jipuragi (지푸라기) is translated to a bunch of hay strands, which in Korean culture symbolizes a helping hand that helps people in need to get up from their troubles. In this commercial, the woman in need is lost in a void of sadness and depression, and Jipuragi Man is there to give the woman a second chance at getting her life back together, with the help and support of Gangnam-gu's tools to help the jobless people, have mental disorders, and so on.

Produced by Prism Visual Arts

Directed by 김광섭 Kim Kwang Seob

DOP & Color Grading: Diogo Castro

Audio Recordist: 정다운 Jung Daun

Editor: 김광섭 Kim Kwang Seob