Cheil Worldwide Wins Grand Prize at AdFest... Sets Record for Most Awards Ever

The Sweet Escape campaign, which won the grand prize at AdFest 2020.

[Asia Economy Reporter Lim Chunhan] Cheil Worldwide announced on the 17th that it won the prestigious Grand Prix at ADFEST, the Asia Pacific advertising festival.

At the ADFEST 2020 awards ceremony held online, Cheil Worldwide won a total of 22 main awards, including the Grand Prix, 4 Golds, 8 Silvers, and 9 Bronzes. This broke its own record for the most awards won at ADFEST (14).

The Grand Prix-winning work was the "A Sweet Escape" campaign, conducted by the Hong Kong branch in collaboration with Chupa Chups, which won the Grand Prix in the Print & Outdoor Craft category. This is the second time Cheil Worldwide has won the Grand Prix at ADFEST since 2016.

This campaign cleverly depicted children enjoying a sweet break with Chupa Chups lollipops while doing difficult and tedious tasks such as homework, music practice, and room cleaning. It swept a total of 9 awards at ADFEST 2020, including the Grand Prix. The Print & Outdoor Craft jury commented, "Unlike other campaigns aiming to solve grand social issues, this campaign honestly captured a simple yet playful idea true to the Chupa Chups brand, which earned high marks."

In addition to the Grand Prix winner, various projects conducted by the headquarters and overseas networks in Asia, including Korea, China, India, and Singapore, were also named among the main award winners. Representative examples include ▲ the "BACK2LIFE" campaign (China headquarters), which taught cardiopulmonary resuscitation (CPR) through a mobile game ▲ the "Fish Love Band" campaign (headquarters), which produced and distributed wristbands that measure the size of juvenile fish to address the issue of juvenile fish overfishing ▲ and the "Samsung Good Vibes" campaign (India branch), which developed an app combining smartphone haptic functions and Morse code to enable communication between hearing-impaired and hearing people.