Cheil tops in three markets including South Korea, China, and Hong Kong
Cheil Worldwide won 19 awards including four Gold, 10 Silvers, and five Bronzes at the ADFEST 2022 Lotus Awards. Cheil Worldwide Seoul, Cheil PengTai Beijing, and Cheil Worldwide Hong Kong were the most awarded agencies in their respective markets – South Korea, China, and Hong Kong. ADFEST announced the winners at the virtual awards ceremony held on April 7th.
‘Slow Road’ by Cheil Worldwide Seoul led the agency network’s successful results, and was the most awarded campaign in South Korea, by winning three Golds, one each from Brand Experience, Media, and PR. Using big data, the new mobile navigation service offers the most beautiful detour instead of the fastest route to a destination with an aim to provide unique travel experiences. The campaign also won five Silvers and a Bronze.
Another Gold in Media 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 connecting 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. The campaign also grabbed two Silvers and three Bronzes.
‘Abandoned Stations’ by Cheil Worldwide Hong Kong won two Silvers, one each from Design and Print & Outdoor Craft. In order to represent Volkswagen’s all-electric ID. range, the tongue-in-cheek print series poke fun at petrol cars by implying that petrol stations will soon be a thing of the past.
‘Joy Sticks’, another work by Cheil Worldwide Hong Kong, won a Silver in Print & Outdoor Craft and a Bronze in Press. The print series for Chupa Chups show the lollipop turned into a joy stick of different arcade games.
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