| Cannes Lions, 2014 | ||
|---|---|---|
| OUTDOOR LIONS | AMBIENT: SPECIAL BUILD | BRONZE |
| DESIGN LIONS | Brand Environments: Non-commercial Exhibitions | BRONZE |
| Spikes Asia, 2014 | ||
| Design | BRAND ENVIRONMENT: BRAND ENVIRONMENTS | Silver Spike |
| Ad Stars Awards, 2014 | ||
| Campaign presentation video | - | Bronze |
| Public Service Advertising | Human Rights | Grand Prix |
| Integrated | Corporate/Institution/Industry | Silver |
| Promotion | Corporate/Institution/Industry | Gold |
| PR | Corporate/Institution/Industry | Bronze |
| Direct | Corporate/Institution/Industry | Bronze |
| Interactive | Corporate/Institution/Industry | Crystal |
| Outdoor | Corporate/Institution/Industry | Bronze |
| Asia Pacific Advertising Festival (AdFest) 2015 | ||
| DESIGN LOTUS | EXHIBITIONS, EVENTS & PUBLIC ENVIRONMENT | Bronze |
| MEDIA LOTUS | BEST USE OF EXPERIENTIAL/GUERILLA MARKETING | Silver |
Type of entry: Brand Environments
Category: Non-commercial Exhibitions
Advertiser: UNHCR
Product/Service: A REFUGEE EXHIBITION
Agency: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Client: UNHCR
Product: A REFUGEE EXHIBITION
Entrant: CHEIL WORLDWIDE Seoul, SOUTH KOREA
Type of Entry: Brand Environments
Category: Non-commercial Exhibitions
Entrant Company : CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency : CHEIL WORLDWIDE Seoul, SOUTH KOREA
Chief Creative Officer: Jeongkeun Yoo (Cheil Worldwide)
Executive Creative Director: Thomas Hongtack Kim (Cheil Worldwide)
Art Director: Seokjin Shin (Cheil Worldwide)
Copywriter: Songha Lee (Cheil Worldwide)
Copywriter: Adrian Sim (Cheil Worldwide)
Brief Explanation:
Despite the NGOs' past traditional marketing efforts to raise awareness, many South Koreans, especially those in their 20s, remain indifferent to them and their sufferings. The brief called for a new and more appealing way to reach out to them.
Describe the brief from the client:
The campaign aims to raise awareness about the sufferings of North Korean refugees to South Koreans.
Design Process:
UNHCR, the UN's refugee agency, held an exhibition titled "Invisible People" at the Seoul Museum of Art. The refugees and their emotional stories were incarnated in the form of figurines. To create these figurines, we used a unique 3D scanning and printing technology. Then, we embedded them with videos of the refugees’ emotional stories. Instead of displaying them conventionally, the figurines were hidden in the museum so visitors had to find them. Once spotted, visitors were engaged by emotional clips about the refugees' sufferings when they tapped their QR/NFC-enabled mobiles on the figurines.
Results:
In just three weeks, the exhibition garnered significant interest – 48,216 people visited the exhibition and more than 5,000 encouraging messages were posted on the Facebook page and sent to the refugees. Although the campaign wasn't intended to raise funds, 87 people signed up to become sponsors of UNHCR's global refugee efforts. In total, 3.5 million people came to know about the refugees through word of mouth, social media and mass media. Due to the success of the campaign, foreign museums have approached UNHCR to hold similar exhibitions in their countries.