Cannes Contenders: Cheil Worldwide Korea

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

clip_image002.png"Look at Me" for Samsung
Cheil Worldwide Korea

Based on the findings that autistic kids usually do not make and sustain eye contact with others but like to interact with smart devices, Cheil Worldwide collaborated with researchers and doctors in South Korea to develop the Look at Me app.

Using the smart devices' camera features, children can learn to read a person's mood, remember faces and take photos while displaying a range of emotions. After 8 weeks of test, it turned out that 60% of the tested children showed improvement in making eye contact and identifying emotional expressions.
clip_image006.png"South Korean North Korean Translator" app for Dream Touch for All
Cheil Worldwide Korea

After more than 60 years of separation, different forms of the Korean language have evolved in the two Koreas, with the South incorporating many words from English. According to a 2012 study, North Korean defectors understand only half of the Korean language used in the South. In particular for the North Korean teen defectors, who are more sensitive to cultural differences, the language issue is considered a first priority to solve when settling down in South Korea.

So Cheil Worldwide developed the "South Korean-North Korean Translator" application. Working like a digital dictionary, the app includes 3,600 words used in Korean language textbooks for high school students. In addition to meanings of South and North Korean words, example sentences are also shown. When a user scans an unfamiliar word with smart phone camera, the translated text appears. Users can also manually input text for translation. They can even request what words should be added in the app for future update.

Speaking of the result, there are about 2,183 young North Korean defectors living in South Korea and the app. was downloaded about 2,000 times in the first three weeks of launch. Even more meaningful was many South Koreans downloaded it too. Although the number of the actual app. users was not significant, the very existence of the translator translating Korean into Korean drew people's attention. One of South Korea's TV news introduced this app as 'a translator that translates not only words but also minds'. It has effectively kick-started active discussion on the language gap between the two Koreas and the issue of young North Koreans.

clip_image008.png"Morning Like a King" for Burger King Korea
Cheil Worldwide Korea

Many Koreans are busy and sleep-deprived. Not surprisingly, commuters nod off on the subway while commuting, and end up missing their stop. They usually cannot sleep well in the subway for fear of missing the stop.

So Burger King worked with Cheil to make these people sleep better in subway as well as boost its sales in early hours. It created a sleeping mask saying "Wake me up at ABC station" - wearers of this mask can sleep and relax, expecting somebody will wake him/her up at the correct ABC station. There are 2 free coffee coupons inside the mask so the wearer can give the coupon to the person who wakes him/her up, in return for gratitude. Those who received the coffee coupon can get a cup of free King Americano coffee from selected Burger King stores, located near the ABC station.  The selected Burger King stores (which gave free coffee in return for the coupons) saw 18.7% sales increase in the morning time, according to Burger King Korea, because many bought something extra in addition to free coffee. Cheil's own social media analysis also found out that social media buzz about Burger King soared 44.5% after campaign launch.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.

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