Cannes Contenders: Cheil Worldwide Seoul

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...

ŸHeat Tech Window.jpgHeat Tech Window
Cheil Worldwide Seoul
In winter, the weather is severely cold and the heating cost is high in Korea. Cheil Worldwide created an advertisement for Uniqlo that not only promotes its heat-generating thermal wear brand, HEATTECH, but also offers actual warmth to the consumers.

Made of bubble wrap, commonly used for packaging fragile items, Heat Tech Window has a layer of air-filled hemispheres that blocks the heat conduction between indoor and outdoor. Just by attaching the Heat Tech Window to the window, the temperature of the room rises by 2~3°C, saving an average of 20% on heating costs.

500,000 Heat Tech Windows were handed out to consumers for free via all 189 Uniqlo stores in Korea with each purchase of a HEATTECH product. All the household and office windows which installed Heat Tech Window turned into out-of-home ads throughout the winter season. As a result, HEATTECH sales recorded a year-on-year growth of 203%.
The Subway Grill Shelf2.jpgGrilled Subway
Cheil Worldwide Seoul
"Flame Grilled" is a distinguishing identity of Burger King. Cheil Worldwide launched a straightforward campaign that delivers Burger King's product differentiator by disrupting a space familiar to everyday commuters - subway cars.

By leveraging the existing luggage shelves and walls, Cheil Worldwide created an optical illusion as if people are underneath a grill looking up at a chef grilling the burger patties. The campaign targeted subway routes that cover college and office areas in Seoul. First launched in South Korea, the campaign will be further executed in other markets.

ŸLife Pump.jpgLife Pump
Cheil Worldwide Seoul
According to a survey, 82% of Koreans know what CPR is, but only 7% are able to perform it. This is because most people learn CPR through tutorials and books, but not through hands-on experience. Cheil Worldwide and Caribbean Bay Water Park launched the Life Pump campaign to help more people learn how to perform CPR.

Most water park visitors need to use a pump to inflate their swim tubes to play in the water. Cheil Worldwide seized on this opportunity by creating a pump for swim tubes that only works when you use it the same way you would perform CPR. If CPR is correctly performed on the Life Pump, at the right position and pace, then the tube will be fully inflated within 1 minute.

10 Life Pumps were installed at the Caribbean Bay Water Park, and within only 3 weeks, 5,851 swimming tubes were filled, getting 5,851 people to learn how to perform CPR. According to a visitor survey after the campaign, the CPR training effectiveness of the Life Pump reached 95.5%, and the safety perception of Caribbean Bay was measured 90.6%.

Dumb Proposal.jpgA Dumb Proposal
Cheil Worldwide Seoul
Cheil Worldwide and WWF Korea held hands to create a campaign to increase participation of Koreans in Earth Hour, a global movement of turning lights off for an hour to fight climate change.

In order to draw more Koreans to take action, Cheil Worldwide opened an event in the middle of downtown Seoul where a special street light was installed with the light switch placed high up on it. More than 500 people tried hard to switch off the light, and promised to participate in Earth Hour.

Moreover, Cheil Worldwide created a proposal that suggests placing the switch higher than the construction standard, and sent it to construction companies, district offices, city halls and even met the Mayor of Seoul.

The whole story of A Dumb Proposal was made into a video and released through WWF Korea's Facebook page. In just 7 days, the video recorded more than 570 thousand views. As a result, the number of visitors to the WWF Korea's Facebook page and the fundraising tripled. Also, more than 3,000 companies and 30 landmarks took part in, as the numbers doubled from last year's.

Rest Win Repeat_Baseball.jpgRest. Win. Repeat
Cheil Worldwide Seoul

Under Armour opened its biggest flagship store in Seoul. To make their brand known to Korea's sports market, Cheil Worldwide created series of print and OOH ads for its Athlete Recovery Sleepwear, an advanced sleepwear that helps athletes' body rebuild itself while they rest

Many amateur and professional athletes don't realize how important sleep is to perform better on the field. The series of ads each features baseball, soccer, taekwondo and wrestling players to deliver the message that with Athlete Recovery Sleepwear, sleep becomes crucial to winning

5 Rest Win Repeat_Taekwondo_Under Armour.jpg5 Rest Win Repeat_Soccer_Under Armour.jpg
 
We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.

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