Cheil Worldwide won 10 Spikes including a Gold, a Creative Data Spike, three Silvers, and five Bronzes at the Spikes Asia 2022. In the special awards, Cheil Worldwide Hong Kong won Hong Kong Agency of the Year. Spikes Asia revealed the details of the winners today.
'Slow Road' by Cheil Worldwide Seoul won a Gold in PR and a Creative Data Spike, an award in the newly established category that celebrates works enhanced by the creative and strategic use, interpretation, analysis or application of data and insights. Using big data, the new mobile navigation service Slow Road offers the most beautiful detour instead of the fastest route to a destination with an aim to provide unique travel experiences and to aid safe trips during Covid-19. The campaign also grabbed three Bronzes in Brand Experience & Activation.
A Silver in Media and two Bronzes in Brand Experience & Activation went to 'The Cost of Bullying' by Cheil PengTai Beijing and Cheil Worldwide Hong Kong. The campaign hacked China's biggest game of the year by linking game chatroom’s abusive language detection system with the pricing database to raise the price for the bully every time the system detected any sign of bullying.
'Abandoned Stations' by Cheil Worldwide Hong Kong won Silver in Outdoor. The tongue-in-cheek representation of Volkswagen’s all-electric ID. range pokes fun at petrol cars by implying that petrol stations will soon be a thing of the past.
Another work by Cheil Hong Kong, 'Joy Sticks – Street Fighter, Claw Machine, Racing Car', won a Silver in Outdoor. The print series for Chupa Chups convey what the brand is meant to be – a pure joy on a stick, with the lollipop turned into a joy stick of different arcade games.