Cheil Worldwide Wins 6 Awards Including Grand Prix at 'One Show 2022'

Cheil Worldwide's The Cost of Bullying campaign.

[Asia Economy Reporter Lim Chun-han] Cheil Worldwide announced on the 25th that it won a total of six main awards at 'One Show 2022,' including one Grand Prix, one Gold, one Silver, and three Bronze awards.

The Grand Prix is awarded to the best campaign in each category, and Cheil Worldwide received the award in the gaming category. The Grand Prix-winning campaign, The Cost of Bullying, was a collaboration between Cheil Worldwide's Hong Kong office, its subsidiary Pungtai, and Samsung Electronics. The campaign detected cyberbullying such as abusive language and exclusion in in-game chats and increased the item purchase prices for those who harassed others. In addition to the Grand Prix, this campaign won a total of four main awards: one Gold, one Silver, and one Bronze.

The Slow Road campaign, conducted through a public-private partnership between Cheil Worldwide, Jeju Special Self-Governing Province, Jeju Tourism Organization, and T Map Mobility, won a Bronze award in the Creative Use of Data category. This campaign challenged the fixed notion that navigation equals the fastest route by guiding travelers through slower routes that pass various destinations within Jeju Island, presenting a counterintuitive idea.

Cheil Worldwide's Spain office, in collaboration with a Spanish nonprofit organization, also won a Bronze award in the Health and Wellness category for The Battle Inside campaign. The Battle Inside campaign aimed to raise funds for research and awareness improvement for adolescent leukemia patients by encouraging natural donations through gaming.