'Tape Featuring Faces of Long-Term Missing Children' Wins Grand Prize at Korean Advertising Awards

Cheil Worldwide's 'Hope Tape' Campaign
Wins Two Grand Prizes in Print and Outdoor Categories at the '2020 Korea Advertising Awards'

[Asia Economy Reporter Minyoung Cha] Cheil Worldwide swept three grand prizes at the '2020 Korea Advertising Awards.'

Cheil Worldwide announced on the 16th that it won a total of 14 awards at the 'Korea Advertising Awards,' including 3 grand prizes, 3 gold prizes, 4 silver prizes, and 4 bronze prizes.

The most notable campaign among Cheil Worldwide's award-winning works was the 'Hope Tape' campaign conducted in collaboration with the National Police Agency, which won grand prizes in two categories: print and outdoor. The Hope Tape campaign was a public service campaign launched in May this year on 'Missing Children's Day,' producing packaging box tape containing information on 28 long-term missing children and attaching it to delivery boxes to spread information nationwide and raise awareness about the missing children issue. The Hope Tape was provided to 22 main post offices in Seoul and Hanjin Express, and it is estimated that it has been attached to approximately 630,000 delivery packages to date. Additionally, Cheil Worldwide released the design license to allow anyone to participate in the campaign.

The 'Cheer Up' campaign, conducted with WWF (World Wide Fund for Nature) and the Ministry of Oceans and Fisheries to address the issue of juvenile fish overfishing, won the grand prize in the public service advertisement category. This campaign produced and distributed over 20,000 wristbands that measure the size of juvenile fish both online and offline, attracting attention as not only anglers but also celebrities such as swimmer Park Tae-hwan and actress Park Eun-hye participated.

Other award-winning works include Samsung Electronics Harman's 'Power of Sound' campaign (gold prize in the audio category), which expressed the power of sound awakening greatness through immersion, inspired by the principle of noise canceling as sound wave (line); Shinhan Financial Group's 'Creative Advertisement' campaign (gold prize in integrated media category), which lent advertising space and time to promote domestic startup products and services; and Dongseo Food's 'Retro Edition' (silver prize in print category), targeting the MZ generation who find unique charm and interest in vintage products.

The 27th Korea Advertising Awards received about 2,700 entries this year, and the winning works will be announced online on the 4th of next month.

This content was produced with the assistance of AI translation services.