SEOUL, SOUTH KOREA — Cheil Worldwide won nine Lions, including a Grand Prix in Glass: The Lion for Change, a Gold, three Silvers, and four Bronzes at the Cannes Lions International Festival of Creativity 2023. Cannes Lions announced the final winners on June 23rd at the awards ceremony held in Cannes, France.
The prestigious Glass: The Lion for Change Grand Prix has been awarded to “Knock Knock” by Cheil Worldwide Seoul for the Korean National Police Agency. Glass: The Lion for Change recognizes work that addresses issues of gender inequality or prejudice through the conscious representation of gender in works. This is the third time that the agency company has won Grand Prix at Cannes Lions.
“Knock Knock” offered a solution that enables victims of domestic violence to alert the police and request assistance without saying a word. After dialing 112 and simply tapping any number twice, a link is sent to them that will immediately allow the police to track their location, identify the scene, and communicate secretly. The solution was educated to all 4,800 police officers at 112 situation rooms, and the monthly reported cases increased by 42% at its highest since the launch of the campaign. The work also won a Gold in Brand Experience & Activation and a Bronze in Direct.
“Samsung Unfear” by Cheil Spain picked up two Silvers, one each from Brand Experience & Activation and Sustainable Development Goals. “Samsung Unfear” is an advanced AI-powered app that works with Samsung Galaxy Buds. For people with autism who suffer panic attacks due to hypersensitivity to specific noises, the app filters and suppresses only those fear-triggering sounds that affect the user in real-time without canceling all the noise. The work also grabbed two Bronzes, one each from Mobile and Radio & Audio.
“The Chat” by BMB, part of Cheil Worldwide, for charity Breast Cancer Now won a Mobile Silver and a PR Bronze. The WhatsApp drama series unfolded in real-time over six weeks through voice notes, gifs, videos, photos, and text messages sent between four best friends as they navigate an unexpected breast cancer diagnosis together. Celebrities, influencers, and the public joined the WhatsApp group to watch the series, sharing its content and sparking conversations on social.