Brand & Business: Cheil Worldwide Brought Home 5 Pencils at The One Show 2019 with 5 Powerful Campaigns

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SEOUL, SOUTH KOREA–Cheil Worldwide won 5 Pencils including 2 Silvers and 3 Bronzes at 2019 One Show which ended on May 10^th at Cipriani Wall Street in New York.

The metals came out of 25 finalist entries which is a new record in the agency network’s history. Cheil Worldwide listed 21 finalists last year at One Show.

Each Silver Pencil went to “The Good Vibes Project” by Cheil Worldwide India and “DustSee” by Cheil Worldwide Korea. “The Good Vibes Project” is about creating a mobile app specifically for the deafblind community to help them communicate by converting alphabets into tactile inputs and back into tactile outputs. “DustSee” is a campaign devised to raise awareness on the dangers of air pollution by visualizing the invisible pollutants through AR app that uses GPS, real-time air pollution data and weather data.

Bronze Pencils went to Cheil Worldwide Spain’s project with Pulitzer Prize winning photojournalist Manu Brabo to support breast cancer patients “War Correspondents on Breast Cancer”, iris’ “Let Me Talk”–an integrated campaign for mental health helpline charity SANE, and BMB’s advertising campaign for LGBT+ pride festival “Pride in London – Somewhere Over The Rainbow”.

Campaign Highlights

The Good Vibes Project / Sense International India / Cheil Worldwide India

The deafblind must have physical contact even to say hello. While Braille helps them learn about the world around them, it is not a two-way communication language like talking, chatting or even sign language. For the first time in human history, the deafblind have a two-way communication tool – a mobile app made specifically for them. Good Vibes harnesses the power of the smartphone to empower the deafblind community across the world. Cheil used smartphone technology to develop an app that have tactile feedback at the core of it by finding a way to convert English alphabets into tactile inputs (tap/long press) and back into tactile outputs (distinct vibrations).

DustSee / Seoul Metropolitan Government & Hope Bridge / Cheil Worldwide

Air pollution kills 5 million people each year. Seoul is the 2nd worst city in the world for air pollution, yet most people are not aware of the danger – because they can’t see it. DustSee is an AR app that shows harmful but invisible pollutants in the air of Seoul to raise awareness on the dangers of air pollution. Using GPS, real-time air pollution and weather data, DustSee visualizes pollution data like never before. It tells people when they need to wear a mask, and also allows people to capture photos and videos of the animated dust particles, which they can share on social media to alert others.

War Correspondents on Breast Cancer / Samsung Electronics / Cheil Worldwide Spain

To mark the 10th anniversary of the collaboration between Samsung and the Spanish Federation of Breast Cancer(FECMA), Cheil launched a unique journalistic project captured through the eyes of the Pulitzer Prize winning Spanish war photojournalist Manu Brabo. Consisting of an exhibition of 42 photographs, a documentary and a special book, the collaboration unites two different but surprisingly similar worlds.

Let Me Talk / SANE / iris London

The nature of depression can discourage people from talking about their illness, cutting them off from help. To tackle this issue, iris created a haunting 60-sec film and stills both portraying a man being silenced by an intruder, a metaphor for his depression. On Twitter, celebrities participated in a mass ‘day of silence’ – only posting the typing icon on that day; after 24 hours revealing the reason for their silence. The campaign ran across film, OOH and social.

Somewhere Over The Rainbow / Pride / BMB

The gains made by UK’s LGBT+ communities are contrasted with the issues that must still be tackled in this advertising campaign for Pride in London. A two-minute film serves to highlight the array of challenges the diverse community still faces. The film starts with a young man sitting in his bedsit, having flashbacks to an attack. In spite of the painful wounds and memories, he starts to sing a raw but warm version of ‘Somewhere Over The Rainbow’. The film then moves across different scenarios experienced by the community, all singing a line from the song. It is backed by three 20-second versions running across social, print ads, as well as online ad. On the day of the Pride march, the campaign took over the giant screen at Piccadilly Circus.

Results Table

2 Silvers, 3 Bronzes, 20 Merits

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About Cheil Worldwide

Cheil Worldwide is one of the world’s leading marketing solutions companies. We are a 6,900-strong group of optimistic, open-minded and talented individuals operating from 53 offices in 44 countries around the world. Innovation and agility are part of our DNA, and our Korean heritage means we see the world differently. We are purpose built to help clients navigate the changes that all businesses face, by creating “Ideas that Move” people, brands and business. Our global network includes Cheil Worldwide, Barbarian, BMB, Bravo Asia, Centrade-Cheil, Cheil PengTai, Experience Commerce, iris, McKinney, and One RX. Cheil Worldwide featured as no.14 agency network on the 2019 WARC Creative 100.