SEOUL, SOUTH KOREA — Cheil Worldwide won a total of 11 trophies including a record-breaking 5 Grand Prix at the Korea Advertising Awards 2021. Advertising Awards is the most prestigious creativity award show in Korea hosted by the Korea Federation of Advertising Associations.
“JOIN THE BESPOKE / COME BESPOKE HOME” for Samsung grabbed Grand Prix in Integrated Campaign Strategy category. The two campaigns went hand in hand with an aim to expand the fans of BESPOKE home appliances. also won a Gold in TV Film.
“Light Saver” won two Grand Prix, one each from Outdoor and Communication Design category. The campaign revamped shopping cart handles into ones loaded with germicidal UV light lamps to ensure the hygiene of the customers yet not interfere with their shopping experience.
“Slow Road” won a Grand Prix in Promotion category. Using big data, a new mobile navigation service offers the most beautiful detour instead of the fastest route to a destination with an aim to provide unique travel experiences and to aid safe trips during Covid-19. The work also won a Gold in Communication Design.
Another Grand Prix went to “KT C-ITS Miracle Road” in PSA category. The campaign highlights telecom company KT’s innovative AI-based traffic system that assists ambulances in transferring emergency patients at speed by portraying a touching moment when a woman in the last month of her pregnancy gets help from C-ITS.
Other winning works include “Safe Sale” (Outdoor Gold) that led customers to wear gloves during grocery shopping in order to reduce the hand-to-hand transmission of viruses, “See You at Twelve with Bravo Cone” (TV Film Silver) for HAITAI Ice Cream created in the style of Film Noir targeted at Millennials and Gen Z, “My Future Self” (PSA Silver) promoting Samsung’s CSR program that helps youths realize their dreams, and “Beauty Grows” (TV Film Bronze) that conveys the philosophy of Amorepacific’s cosmetic brand Sulwhasoo.
