Cheil Worldwide Wins 19 Awards Including 4 Golds at 'Adfest 2022'

Cheil Worldwide's Slow Road Campaign.

[Asia Economy Reporter Lim Chunhan] Cheil Worldwide announced on the 11th that it won a total of 19 main awards at 'Adfest 2022,' the representative advertising festival in the Asia-Pacific region, including 4 Golds, 10 Silvers, and 5 Bronzes.

Cheil Worldwide earned 9 main awards in Korea and 10 in China, respectively, earning the honor of the highest number of awards among advertising companies in each region. The Slow Road campaign, conducted by the headquarters, received a total of 9 main awards, including 3 Golds. This is the highest number of awards among domestic campaigns submitted to Adfest this year. With this award, the cumulative number of international advertising awards for the Slow Road campaign has increased to 17.

The Slow Road campaign is a public-private collaboration involving Cheil Worldwide, Jeju Special Self-Governing Province, Jeju Tourism Organization, and T Map Mobility. It breaks the fixed notion that 'navigation = fastest route' by guiding travelers along a 'slow route' that passes through various travel destinations within Jeju Island. By providing detour routes that pass through as few as 5 and as many as 11 locations along routes connecting Jeju Airport, Jungmun, and Seogwipo, the campaign allowed travelers to experience the diverse charms of Jeju Island, receiving positive responses.

Samsung Electronics' 'The Cost of Bullying' campaign, a collaboration between the Hong Kong branch and subsidiary Pungtai, won a total of 6 main awards, including a Gold in the media category. The campaign detects cyberbullying such as abusive language and exclusion occurring in in-game chats and increases the item purchase prices for those who harass others. It continues to receive awards at various international advertising festivals.