Awards & Events
June 28, 2012, 5:01 p.m. by LBBOnline
Cheil Worldwide Wins Big at Cannes Lions 2012A total of 12 lions over five categories
Cheil Worldwide achieved its best performance ever at the Cannes Lions International Festival of Creativity by winning 12 Lions - 3 Gold, 4 Silver, 5 Bronze, including the first of the Promo & Activation Lions ever awarded for Samsung Electronics Insight Exhibition.
Highlights of the agency's performance are:
1. Samsung Electronics Insight exhibition won two Gold Lions / both Promo & Activation category (http://bit.ly/MD6mQ8)
2. Emart Sunny Sale won in one Gold Lion / Direct category a total of three Silver Lions / Media, Mobile and Outdoor category and one Bronze Lion / Direct category (http://bit.ly/MuLlSQ)
3. Samsung Minus One Project won one Silver Lion / media category (http://bit.ly/LEQJUH)
4. Dunkin' Donuts flavor radio won two Bronze Lions in both media categories (http://bit.ly/MD6TBI)
5. CJ Minewater won one Bronze Lion with the direct category (http://bit.ly/Lj1jBy)
6. S-Oil "Here" Balloon won one Bronze Lion within the Promo & Activation category (http://bit.ly/PzV4M6)
The Insight Exhibition won two Gold Lions in the Promo & Activation category. The exhibit shows Samsung Electronics' philosophy – “technology makes people happy." For the exhibition, visually impaired students were taught to take photos using their other senses. They took pictures relying on sounds, smells and textures. They captured on film everything they felt and imagined, and their photos were brought together in a special exhibition.
Numerous visitors were moved and inspired by the students' photos, which reached beyond what we see with our eyes. A $50,000-fund was created with the proceeds from the sales of the works, exhibition catalogues and the donation application. The money will be used for the next photography class for the visually impaired.
Cheil also took home a Gold Direct Lion for its Emart Sunny Sale campaign. In a bid to lift sales during lunch time, the agency installed a shadow QR code using the sunlight and shadow, which works only from 12pm to 1pm. When the sun is at its zenith, the shadows line up, and it allows the code to be scanned for access to coupons.
As a result, over 12,000 coupons were issued. New membership increased by 58% and in-store sales increased by 25% during lunch hours. Also, the most notable result of the Sunny Sale is that it made people ‘Sunny’ for the day.
Commenting on Cheil’s success, Terry Savage, Chairman of the Festival, said, “The fact that Cheil Worldwide won three golds, four silvers and five bronze is probably a better achievement than last year, because it wasn’t one piece of work Cheil won it with. Cheil won it on several pieces of work. It means a consistent level of excellence running through the work in the Festival, which is important to Cheil and important to its clients”
[photo] From left to right; Bruce Haines (Global Chief Strategy Officer, Cheil Worldwide), Nack-Hoi Kim (President & CEO, Cheil Worldwide), Thomas Hong-tack Kim (Executive Creative Director, Cheil Worldwide), and Gideon Amichay (President of Direct Lions Jury)
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