Samsung’s “Bridge of Life” picks up two Gold Lions for Cheil Seoul in Promo+Activation

The Promo+Activation category at this year’s Cannes Lions has seen Asia awarded 2 Golds, 1 Silver and 4 Bronzes.

Cheil Worldwide Seoul won both Gold Lions for Samsung’s Bridge of Life project. Cheil created the idea to combat suicides on the Mapo Bridge. They created an interactive bridge by introducing a human touch to deter would-be jumpers, rather than erecting physical barriers. They installed sensors on the guardrails, so that when people walked by, lights turned on according to their movements. On the lighted rails appeared short messages, making it seem as if the bridge was speaking to the passers-by.

Ogilvy & Mather Thailand picked up Silver and Bronze for The JCC Company “Cut to Build” concept. Further Bronze Lions went to Y&R Philippines for Maynlad “Dengue Bottle”, TBWA Hakuhodo Japan for United Arrow and DDB Singapore for Starhub “Third Eye”.

Download the winners list: Promo & Activation Winners – CL2013-1.xls