Cheil Worldwide Sweeps Asia-Pacific Major Advertising Awards... Wins 11 Main Prizes

AdFest 1 Gold, 4 Silver, 6 Bronze

Cheil Worldwide announced on the 25th that it won a total of 11 main awards at ADFEST 2024, the representative advertising festival of the Asia-Pacific region, including 1 Gold, 4 Silver, and 6 Bronze awards.

At this advertising festival, Cheil Worldwide had a total of 5 campaigns named among the award winners.

Employees and stakeholders of Cheil Worldwide, who won the Gold Award at AdFest 2024 for the 'Drug Test Poster' campaign, are taking a commemorative photo.
[Photo by Cheil Worldwide]

Among them, the 'Drug Test Poster' campaign conducted with a broadcasting company drew attention by winning 3 awards, including the Gold in the Direct category. This campaign was a unique project that specially produced drama promotional posters embedded with drug test stickers and distributed them to movie theaters, hospitals, and other places. The distinctive feature is that by peeling off the test sticker, which looks like part of the poster, and dropping a suspected alcoholic beverage or drink on it, one can check whether the substance tests positive for drugs.

The Silver award winners included ▲ Blizzard Entertainment's Diablo IV 'Hell Station' campaign, which allowed experiencing the unique dark and terrifying atmosphere of the upcoming Diablo IV release ▲ Samsung Electronics' 'FAITH' campaign, filmed by director Na Hong-jin of the movie 'The Wailing' using the Samsung Galaxy S23 Ultra smartphone.

Additionally, ▲ Samsung Electronics' 'All You Need is a Rug' campaign, which produced and distributed rugs the exact size of actual appliance bases ▲ Samsung Electronics' 'Try Galaxy Fold Experience' campaign, which allowed iPhone users to experience the features of the Galaxy Z Fold on their own phones, received Bronze awards.

Meanwhile, at this year’s ADFEST, three executives from Cheil Worldwide headquarters and its subsidiaries served as judges. Malcolm Pointon, Cheil Worldwide Global CCO (Chief Creative Officer), who served as the jury president for three categories, also acted as the overall jury president overseeing all category jury presidents. Hee-Kyung Geum, Cheil Worldwide Creative Director (CD), and Kimi Liu, Executive Creative Director (ECD) of subsidiary Fung Tai, also participated as judges.

ADFEST is considered one of the two major international advertising festivals in the Asia-Pacific region, along with Spikes Asia. It was held in Pattaya, Thailand, from the 21st to the 23rd.