Cannes Contenders: Cheil Worldwide Korea
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…
Cheil Worldwide Korea
People all over the world live with fears that can be barrier in daily lives. However, studies show that with constant practice, people can overcome their fears permanently.
Cheil collaborated with doctors and VR programmers to create a free home training VR app to help young people overcome two of the most common fears – fear of public speaking and fear of heights – using Samsung Gear VR.
Each #BeFearless app contains various scenarios and different levels of difficulty that were carefully selected by the medical staff. It helps people to gradually overcome their fears as they pass each stage and advance to the next level. Heart rate, eye contact and voice recognition is utilized holistically to give personal evaluation and feedback.
Cheil Worldwide Korea
On the 70th anniversary of Korea’s division, Cheil chose to use the most iconic symbol of division – the DMZ wire fence – to raise awareness on the importance of the national unification. Old wires from the DMZ fences were collected and processed so that it would make melodic sounds – and the “Piano of Unification” was born.
Exhibited at the Seoul Museum of Art and played at the biggest concert hall in Korea on the National Independence Day, the piano played the tune of unification, touching many hearts. The Piano of Unification helped change the perception of indifferent Koreans and revived their interest in national unification.
Cheil Worldwide Korea
In the last ten years, the number of senior citizens living alone has doubled in South Korea. Depression and loneliness are common feelings among them, and many of them fear dying alone. Cheil came up with an idea to use service network of KT, the leading IPTV service provider in South Korea, to let people know that the elderly is okay.
The idea is based on insight that 98% of Korean elders own a television, and that the first thing they usually do in the morning is to turn on their TVs. Whenever KT’s IPTV is turned on or television status has not changed for more than 24 hours, text message is sent to alert the designated social worker or a family member.
The Life Saving TV resulted in a 125% increase in visits by social workers to the elderly in their charge, a 300% increase in text messages and a 400% increase in calls from social workers to the elderly. Not only did the service help reduce anxiety level of the seniors, but also helped raise the issue of seniors living alone to a national level.
Cheil Worldwide Korea
As of 2015, estimated number of remaining families in Korea separated by the Korean War is over 66,000. They have not seen their families for nearly 70 years. Their last wish is to see the faces of their loved ones before they die.
Cheil and Samsung have committed themselves to fulfilling the families’ last wishes. New family photographs were created by combining Korea Institute of Science and Technology’s 3D face prediction technology with these families’ old family photographs. Faces of missing family members were predicted and transformed to what they would look like at the present.
Want 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.