A total of five campaigns from Cheil Worldwide have garnered accolades at this year’s ADFEST. Three Lotus awards including a Gold in Direct went to the JTBC 'Drug Test Poster'. The poster to promote the K-drama (“Strong Girl Nam-soon”) which revolves around the story of superheroines taking down a drug cartel was created out of a test strip that can detect narcotics to fight drink-spiking. The work also won two Silvers, one each from Media and Outdoor.
One Silver and one Bronze in Brand Experience went to 'Hell Station' for Blizzard Entertainment. To hype the release of Diablo IV, the game's main world 'Hell' was reproduced on an abandoned platform of a subway station. The installations and motion-activated lighting, sound, and smell immersed visitors in the world of Diablo.
'Film in the Dark: Faith' won a Silver in Film Craft. A short film entirely filmed with Samsung Galaxy S23 Ultra smartphone by the award-winning director, Na Hong-jin, explores the lengths people are willing to go to for their values by combining elements of horror and suspense through dark imagery.
'All You Need is a Rug' involved creating rugs reflecting the exact floor dimensions of Samsung’s ten most commonly purchased home appliances to ensure that these appliances will seamlessly fit into the wanted spaces. 'Try Galaxy Fold Experience' lets iPhone users test drive Galaxy Z Fold on their phones in which two iPhones can be synced side-by-side to transform into a single Galaxy Fold interface. Both campaigns won two or more Bronzes.
Moreover, creatives at Cheil Worldwide took active roles at ADFEST 2024 as juries and speakers. Malcolm Poynton, global chief creative officer of Cheil Worldwide, led the juries as the Grand jury president and was also the jury president of Effective, INNOVA, and Sustainable Lotus. Heekyung Keum, creative director at Cheil Worldwide Seoul, and Kimmy Liu, executive creative director at Cheil PengTai Beijing were juries.
Meanwhile, Seulki Lee, creative division leader at Cheil Worldwide Seoul shared works that disrupted the existing formula and were created differently during her talk titled “Making Advertising for People Who Don’t Like Advertising.” Global chief creative officer Malcolm Poynton topped off ADFEST sessions with his talk “Brands = Feelings.”
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2024-03-25 03:07:13Z
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