BOYNEXTDOOR Wants to Know Your 'Inner Animal' for "HOME: DELUXE"

BOYNEXTDOOR wants fans to figure out what animal is hiding inside them as the group continues an increasingly unconventional rollout for "HOME: DELUXE."

Ahead of the September 28 release of the repackage, Sungho, Riwoo, Jaehyun, Taesan, Leehan and Woonhak have built their latest promotional campaign around animals, taking inspiration from upcoming title track "ANIMAL."

One of the central pieces is a mock documentary in which the six members play people who claim to be animals. Each adopts the characteristics of a different species such as a penguin, owl, ant, llama, sloth and pigeon.

The concept has since expanded beyond the video itself. A fictional clinical trial advertisement asks, "Do you perhaps think you are an animal?" while a self-diagnosis questionnaire invites participants to discover their own "inner animal."

The interactive approach continues a pattern in BOYNEXTDOOR's recent comeback campaigns, with the group repeatedly building fictional worlds and activities around individual releases rather than relying solely on traditional teaser photos and videos.

For their first full-length album "HOME," released in June, the group leaned into the second- and third-generation K-POP influences behind title track "VIRAL." Its promotional "viral letter" recreated the style of chain messages, telling recipients that the letter had "started with BOYNEXTDOOR" and asking them to spread it to others within 24 hours.

Fifth mini album "The Action" took a different approach, casting the six members as a fictional film production crew attempting to submit a project to the Chicago Film Festival. The setup continued across multiple pieces of promotional content surrounding the release.

This time, "ANIMAL" provides the starting point for another fictional premise, with BOYNEXTDOOR turning the song's title into a mock study of the animals supposedly living inside each member and now, potentially their fans.

"HOME: DELUXE" expands on the group's first full-length album "HOME" and will be released on September 28 at 6 p.m. KST.