Cheil Worldwide Wins 8 Awards Including Gold at Cannes Lions Advertising Festival

by Lim Chunhan

Published 28 Jun.2021 08:31(KST)

Updated 28 Jun.2021 14:49(KST)

Cheil Worldwide won a total of eight main awards, including three Gold Lions, at the world's most prestigious advertising festival, the Cannes Lions.

[Asia Economy Reporter Lim Chun-han] Cheil Worldwide announced on the 28th that it won a total of eight main awards, including three Gold Lions, at the world’s most prestigious advertising festival, the Cannes Lions.

This year, the Cannes Lions saw over 29,000 entries from 90 countries worldwide competing across 30 categories. Cheil Worldwide won three Gold Lions, three Silver Lions, and two Bronze Lions through the efforts of its headquarters, overseas subsidiaries, and affiliates across Asia, Europe, and Latin America. The most notable campaign among Cheil Worldwide’s award-winning works was the ‘Talk’ campaign conducted by its Spain office, which received three main awards including Gold Lions in two categories (Brand Experience & Activation, Pharma).

This campaign involved Samsung Electronics Spain, startup Irisbond, and others, and was a public interest project that developed and distributed for free a mobile app to assist communication for patients with amyotrophic lateral sclerosis (ALS, also known as Lou Gehrig’s disease). The app, which applies eye-tracking technology, converts the eye movements of ALS patients into words to facilitate communication with the general public and other patients, and also allows use of Samsung Electronics’ home IoT services.

A representative from Cheil Worldwide Spain said, “This project, which started with the motto of breaking down the barriers faced by ALS patients based on advanced technology, is highly meaningful as it has improved the quality of life for patients by providing them with greater independence.”

The subsidiary Iris also won a Gold Lion in the Creative Strategy category for the ‘What’s Your Name?’ campaign conducted with Starbucks. This campaign was praised for gently portraying the stories of LGBTQ individuals who wish to be called by names that match their gender identity.