Grand Prize 6, Gold Prize 2, Silver Prize 9, Bronze Prize 4, Special Awards Total 22
Samsung Electronics' 'Bespoke Original Series' Campaign Wins Grand Prize in 3 Categories
National Police Agency's 'Ddokddok' Campaign and Environmental Foundation's 'Ssnack' Campaign Also Win Grand Prize
[Asia Economy Reporter Yuri Kim] Cheil Worldwide announced on the 28th that it won a total of 22 main awards at the '2022 Korea Advertising Awards' hosted by the Korea Federation of Advertising Associations, including 6 Grand Prizes, 2 Gold Prizes, 9 Silver Prizes, 4 Bronze Prizes, and 1 Special Prize. With this achievement, Cheil Worldwide has set a new record for the most Grand Prizes won at the Korea Advertising Awards.
Samsung Electronics' 'Bespoke Original Series' campaign won Grand Prizes in three categories: TV Video, Print, and Craft. The campaign wittily portrayed various Bespoke owners with their own distinct tastes and lifestyles. It harmoniously connected the core functions of the Bespoke refrigerator with recent trends and preferences, gaining high consumer empathy and recording nearly 20 million views on social media.
The 'Knock Knock' campaign, conducted by Cheil Worldwide in collaboration with the National Police Agency, won Grand Prizes in two categories (Public Service Advertisement and Innovation). The silent 112 report 'Knock Knock' is a campaign designed for people who find it difficult to report verbally while in the same space as the perpetrator. After calling 112, pressing any number button or knocking 'knock knock' allows them to receive police assistance without speaking.
The 'SEANACK' campaign, carried out by Cheil Worldwide and the Environment Foundation, won the Grand Prize in the Communication Design category. SEANACK is a portmanteau of Sea and Snack, meaning a delicious way to clean the sea. The campaign exchanges trash collected from the beach for snacks shaped like marine creatures such as whales, squids, and crabs.
Gold Prize winners include WeAct's 'Nationwide Simultaneous Adoption Election' campaign (Communication Design category), which portrayed dogs rescued from crisis situations such as abandonment, neglect, and abuse as candidates running for election to highlight their strengths and give them a chance to be chosen, and Samsung Electronics' 'The Era of Giant 8K' campaign (Craft category), which vividly conveyed immersion and scale through 8K ultra-high resolution.
Other Silver Prize winners include Mom's Touch's 'Finding Mom' ad, Samsung Electronics' 'Galaxy S22 Self Commercial' ad, HeyDealer's 'Selling the Car We Wanted' ad, Dong-A Pharmaceutical's Bacchus 'Teacher' ad, and Google Play's 'Trust You, Play' ad. Bronze Prize winners include Samsung Electronics' 'Living with Grande AI' ad and 'Unique Play' ad. Samsung Electronics' 'Tiger in the City' ad won a Special Prize in the Overseas Advertising category.
The Korea Advertising Awards is the most prestigious advertising award in Korea. This year, about 2,800 works competed across 14 general categories. The awards ceremony will be held on the 2nd of next month at The Plaza Hotel in Jung-gu, Seoul.
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