Cannes Contenders: Cheil Worldwide Seoul
In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
Cheil Worldwide Seoul
In order to stop the suicides on the Mapo Bridge, we created an interactive bridge by introducing a human touch to deter would-be jumpers, rather than erecting physical barriers. We installed sensors on the guardrails, so that when people walked by, lights turned on according to their movements. On the lighted rails appeared short messages, making it seem as if the bridge was speaking to the passers-by. We aimed to have the pedestrians keep reading the messages that were shown throughout the 2.2km of the bridge, and eventually walk all the way to the other end without realizing it.
Cheil Worldwide Seoul
In a bid to get busy people, who often skip breakfast, to make a morning stop part of their daily routine, we launched an app which wakes people up with an alarm and encourages them to choose Dunkin Donuts breakfast items. When they get to the store, customers use ultrasound technology to redeem a voucher, getting a discount off Dunkin products. The ultrasound process works with any smartphone that can run the app and requires no data connection. What’s really interesting is that the campaign uses ‘ultrasound’ technology which does not require any specific hardware or action. All you need to do is make sure that you bring your smartphone. No need to have wi-fi connection, no need to scan your phone either. It started on March 24th 2013, only in 5 Dunkin stores in Seoul. Since it proved to be successful and the client also loves it, it started being executed in ALL Dunkin stores in Korea from May 14th.
Adopt me
Cheil Worldwide Seoul
So many dogs are abandoned every year, but all these creatures are ready to be loved and to love. As such, we have come up with a new campaign to encourage people to adopt stray dogs right on the street. Adopt Me! poster is equipped with a speaker and a NFC chip. People can apply for adoption using this NFC chip. Tagging one’s smartphone on the NFC chip enables access to the adoption website and easy application to have a new family member. The existing environment such as fences makes these dogs look like caged ones, easily reminding passers-by’ attention.
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1 Comment
Amazing ideas!!