Cannes Contenders: Cheil Worldwide Seoul
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 Seoul
Unpacked is the launch event series for global media and mobile industry leaders, where Samsung’s new flagship smartphones are unveiled for the first time. Last August, Uunpacked of the Galaxy Note8 was held in New York. From stage design to viral contents, Samsung Galaxy Note8 Unpacked sketched out a huge 3-sided LED screens and fabricated lively yet immersive visual content to fill it in.
Cheil Worldwide Seoul
In South Korea, hidden camera sex crimes have increased by 540% in the last 8 years. Secretly filmed videos showing nude body parts of women, or women engaging in sexual acts are circulated online every day. The victims of these videos endure great suffering, some of them even resorting to suicide. But South Korean law only penalizes those filming the videos, not the ones watching them. So those who watch them do so without guilt.
South Korean police decided to make Peeping Toms never want to see illegal voyeur videos again. The police made fake hidden camera videos and uploaded them onto 23 file-sharing sites. The fake videos show women in different places who, at the end of the video, suddenly change into a ghost-like character, scaring the viewer. And subtitles appear, saying “You might be the one pushing her to commit suicide. Police are monitoring this site.”
Cheil Worldwide Seoul
This year South Korea ranked 174th worst out of 180 countries for fine dust (PM2.5) exposure*. And Seoul ranked as one of the worst cities in the world for air pollution**. People breathe in microscopic dust particles, which enter the lungs and bloodstream and cause cardiovascular and respiratory diseases. Even death. Yet most people in Seoul are not aware of the danger. Because they can’t see it.
DustSee is an AR fine dust and air pollution app that shows the harmful particles we can’t see. It lets people visualize pollution data as it uses live-sensing to calculate current location, real-time air pollution levels, wind direction and speed to show the invisible fine dust and air pollution. Interactive AR filters help visualize the particles in various ways, which allows people to clearly see what’s really in the air. And it tells people to wear a mask when the air is bad.
Cheil Worldwide launched the campaign by releasing DustSee for free and without any ads on the Google Play Store. The campaign started conversations that have raised awareness of fine dust and air pollution. And it’s changed people’s behavior by letting them know why they should be wearing protective masks.
* 2018 Environmental Performance Index Report for PM2.5 fine dust exposure
** AirVisual, AQI March 21, 2017
Cheil Worldwide Seoul
86% of 250 million visually impaired people in the world are suffering from low vision. Therefore, Samsung Electronics developed a visual aid application named Relúmĭno, which means ‘light it up again’ in Latin, to support visually impaired people. Relúmĭno uses the camera on a smartphone and a Gear VR to detect what is front of the user and display a real-time image in a magnified form.
Genuine stories of the visually impaired, which were translated into a movie, truly touched people’s heart. Viewers, exceeding 30 million, commented as this movie made them really concern about the visual impairment and mend their misperception.
Samsung, Innovation Inspired by You
Cheil Worldwide Seoul
For 2017 IFA, Samsung Electronics was under the plan to show how important people are for every innovation Samsung brings to the world.
Under the one big message, “Innovation, Inspired by You”, Cheil Worldwide engaged every visitor in the exhibition, making them feel like innovation is not someone else’s story but their own.
The idea was focused on the interaction between digital kiosks and the main screen. Cheil Worldwide transformed visitors’ selfies into animated images with particles made of products, and put them in the screen to make its visitors to be part of its own content.
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 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.