| Asia Pacific Advertising Festival (AdFest) 2016 | ||
|---|---|---|
| Media Lotus | BEST USE OF AMBIENT: LARGE SCALE | Silver |
| Cannes Lions 2016 | ||
| Design | Use of Design Craft: Sound Design | Bronze Lion |
| Spikes ASIA 2016 | ||
| Music | Music: Use of Music Technology and/or Innovation | Music Spike |
| Ad Stars 2016 | ||
| Branded Viral Videos | - | Bronze |
| Promotion | Use of Promo & Activation: Use of exhibitions and installations e.g. vending machines, interactive digital events, digital installations, floor graphics, transit advertising | Crystal |
| Mobile | Mobile websites | Crystal |
Company Entering: Cheil Worldwide, Seoul
Entry Title: Piano Of Unification
Brand: Ministry Of Unification
Advertiser: Ministry Of Unification
Agency: Cheil Worldwide, Seoul
Chief Creative Officer: Jeongkeun Yoo
Executive Creative Director: Wain Choi
Creative Director: Josh Seok-Jin Shin/Zion Songha Lee
Copywriter: Zion Songha Lee/Hyun-Gyu Kim
Art Director: Josh Seok-Jin Shin
Project Manager: Myung-Chul Moon
Agency Producer: Il-Tae Choi
Film Production Company: Televi Film, Seoul
Director: Jae-Chul Lee/Sean Yoo
Executive Producer: Byung-Su Kim
Sub Director: Juhyun Sihn/Hyunung Choi
Post-Production Company: Seoul Vision, Seoul
Editor: Jae-Yeon Lee/Dong-Hyun Kim
Special Effects Company: Fire Works, Seoul
Sound Production Company: Seoul Vision, Seoul
Music Director: Gongmyoung
Website URL: http://www.unification-piano.c...
The Brief: Korea Is The Only Divided Country Around The World. This Is Why There Is A Government Agency Called ministry Of Unification'. The Ministry Of Unification Had Come Up With A Variety Of Campaigns To Inform The Public About The Importance Of The Unification Of Korea, But South Koreans Have Become Increasingly Indifferent About It. On The 70th Anniversary Of The Division, The Ministry Of Unification Wanted To Change Their Perception With A Very Special Campaign.
The Strategy: The Dmz Wire Fence Has Divided South And North Korea Across 250km. It Is The Most Iconic Symbol Of Division. By Using The Symbol Of Division To Spread The Message Of Unification, We Did Not Only Raise The Interest In The Unification Of Korea But Also Changed Peoples Minds, Who Once Thought That It Was Impossible To Reunite Korea As One Country.
The Execution: In Cooperation With The Department Of Defense, The Ministry Of Unification Collected Old Wires From The Dmz Fence And Worked In Close Collaboration With Instrument Specialists. After Six Months Of Research The Wires Finally Started To Sound Similar To A Piano And Our “Piano Of Unification” Was Born. Once The Piano Was Made, We Chose To Play A Song Both South And North Koreans Know And Identify With, The Song Of Unification. Besides Being Part Of The Exhibition ‘North Korea Project’ At The Seoul Museum Of Art (Sema) The Piano Of Unification Was Also Played In A Concert With A 300 Members Choir In The Biggest Concert Hall Of Korea On The National Independence Day.
The Result: The Piano Of Unification Was First Introduced In The Main Evening News Of The Three Major Korean Broadcasting Stations And Was Seen By More Than 10 Million People. It Was Covered By The Bbc News And Also Gained Interest By Many Other Foreign Media. The Piano Was Part Of The Exhibition ‘North Korea Project’ At The Seoul Museum Of Art (Sema) With Over 75,000 Visitors In Two Months. But Above All, Through This Campaign The Interest In The Unification Of Korea Was Raised And People Who Once Thought That It Was Impossible To Reunite Korea As One Country Changed Their Minds Through Music.