Cannes Contenders: Cheil Worldwide Seoul

| | 1 Comment
Cannes Contenders: Cheil Worldwide Seoul

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


In South Korea, over 10,000 residential fires occur every year. Despite a new law requiring all homes to have a fire extinguisher, 58% of homes still don’t have one. Even if they do have one, they usually store it in hard-to-reach places, or forget about it completely. How can we bring the fire extinguisher back within their reach? The Firevase is an ordinary flower vase that doubles as a fire extinguisher. As a part of a home’s décor, the Firevase always stays within reach so people can protect themselves in case of a fire by throwing it into the flame. When the Firevase breaks open, potassium carbonate is released and starts a rapid cooling reaction that suppresses oxygen, putting out the fire. The Firevase was distributed to 100,000 households nationwide including places that the government designated as fire-prone areas such as the traditional Korean village and traditional markets. The campaign reached 32M people through various media platforms and 4.1 million customers visited Samsung Fire & Marine Insurance’s website during the campaign period.


Rain Tree
In South Korea, whenever it’s raining out, disposable umbrella bag dispensers are placed at nearly all the building entrances. It’s to cover the wet umbrellas, so that floors are kept dry. However, this is a problem that causes more than 200M bags to be consumed every year. NEPA, an outdoor clothing brand, wanted to raise awareness on how using reusable bags instead of disposable ones can help the environment. The idea was to create a leaf-printed reusable umbrella bag by upcycling leftover waterproof fabrics, and specially designed tree-shaped hanger for drying them after use. As more people used and dried the bags on the tree, The “Rain Tree” became fuller and greener. Everyone could see their small actions making a difference in the environment.  The campaign started in NEPA retail stores and expanded to more than 80 locations nationwide; Resulting in 2 million less plastic umbrella bags discarded during the campaign.


Galaxy Studio Ikseon-dong
We turned the every alley, store and place of Ikseon-dong, one of the most well-preserved traditional Korean villages with many popular photo spots for millennials, into the Galaxy S10 pop-up store. By allowing them to take the Samsung Galaxy S10 out in the streets and stores, people could capture every moment they spend in Ikseon-dong with the device and naturally experience its functions. It brought more than 40,000 social buzzes in 30 days, while total of 324,000 people visited the Galaxy Studio Ikseon-dong.

Cannes Contenders: Cheil Worldwide Seoul

The heavy episodic drinking rate of Korea stays twice as high as the OECD average, and the average of 400 drinking under the influence(DUI) cases are reported daily. As such, drunk driving remains as one of the gravest social issues in Korea. Cheil came up with the idea of red receipt signaling the danger of drunk driving. Kakao is a mobile app service used by 97% of smartphone users in Korea. When the payment is made via KakaoPay, payment data is analyzed real-time through the POS(point-of-sale) system, which is capable of Accurate Targeting. Red receipts including a warning message about drunk driving and button for calling a designated driver will be issued to customers who consumed alcohol. With one piece of red receipt – a preemptive measure that prevents drunk driving during those few minutes between finishing the drinks and getting behind the wheel – the situation that could have led to drunk driving ends with a safe trip home.

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 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.