CANNES CONTENDERS: CHEIL WORLDWIDE GREATER CHINA

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Chupa Chups
Cheil Worldwide Hong Kong

Cheil Worldwide Hong Kong has released a new print campaign for Chupa Chups. This campaign says even kids deserve a sweet escape from arduous tasks like homework, music practise and tidying-up.

Fatal Recognition
Cheil Worldwide Hong Kong

According to the World Health Organization, someone has a stroke every 2 seconds. It claims the lives of over 6 million every year. The key to safety is spotting the early warning signs – with the most common warning sign of a stroke being face-drooping. But since some strokes are less severe than others, it’s incredibly hard for the human eye to detect.

Lose Yourself in a Book
Cheil Worldwide Hong Kong & Cheil Worldwide Beijing

Back2Life

Cheil PengTai & Cheil Worldwide Hong Kong

In China, less than 1% know how to perform CPR. As a matter of life and death, we needed to get more people to learn this life-saving skill. Since China plays more online video games than any other nation on earth, we created BACK2LIFE — the hack that got gamers to learn life-saving CPR.

Working with one of the country’s biggest game developers (Longtu Game), we hacked Blood River — the hottest game of the year in China. For two weeks, we surprised gamers with hands-on CPR training built right into the game itself. When gamers lost a life, they had to perform CPR on their characters to bring them back to life. The more they played, the more they learned how to perform this life-saving skill.

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.