Cheil Worldwide wins 12 Lions across five categories in Cannes Lions 2012
Cheil Worldwide achieved its best performance ever at the Cannes Lions International Festival of Creativity by winning 12 Lions - 3 Gold, 4 Silver, 5 Bronze, including the first of the Promo & Activation Lions ever awarded for Samsung Electronics Insight Exhibition.
Highlights of the agency's performance are listed below:
1. Samsung Electronics Insight exhibition
Two Gold Lions / both Promo & Activation category
2. Emart Sunny Sale
One Gold Lion / Direct category
Three Silver Lions / Media, Mobile and Outdoor category
One Bronze Lion / Direct category
3. Samsung Minus One Project
One Silver Lion / media category
4. Dunkin' Donuts flavor radio
Two Bronze Lions (both media category)
5. CJ Minewater
One Bronze Lion (Direct category)
6. S-Oil "Here" Balloon
One Bronze Lion (Promo & Activation category)
The Insight Exhibition won two Gold Lions in the Promo & Activation category. The exhibit shows Samsung Electronics' philosophy – “technology makes people happy." For the exhibition, visually impaired students were taught to take photos using their other senses. They took pictures relying on sounds, smells and textures. They captured on film everything they felt and imagined, and their photos were brought together in a special exhibition.
Numerous visitors were moved and inspired by the students' photos, which reached beyond what we see with our eyes. A $50,000-fund was created with the proceeds from the sales of the works, exhibition catalogues and the donation application. The money will be used for the next photography class for the visually impaired.
Cheil also took home a Gold Direct Lion for its Emart Sunny Sale campaign. In a bid to lift sales during lunchtime, the agency installed a shadow QR code using the sunlight and shadow, which works only from 12pm to 1pm. When the sun is at its zenith, the shadows line up, and it allows the code to be scanned for access to coupons.
As a result, over 12,000 coupons were issued. New membership increased by 58% and in-store sales increased by 25% during lunch hours. Also, the most notable result of the Sunny Sale is that it made people ‘Sunny’ for the day.
Commenting on Cheil’s success, Terry Savage, Chairman of the Festival, said, “The fact that Cheil Worldwide won three golds, four silvers and five bronze is probably a better achievement than last year, because it wasn’t one piece of work Cheil won it with. Cheil won it on several pieces of work. It means a consistent level of excellence running through the work in the Festival, which is important to Cheil and important to its clients”
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