SEOUL, SOUTH KOREA — Cheil Worldwide, the marketing company under the Samsung Group, won a Gold, a Silver, three Bronze Pencils, and 11 Merit Awards at The One Show 2022. Moreover, Cheil Worldwide was awarded the prestigious Best of Discipline, given to only one work that represents the best of the best in each discipline, in Gaming for “The Cost of Bullying.”
“The Cost of Bullying” by Cheil PengTai Beijing and Cheil Worldwide Hong Kong won a Gold and a Silver in Gaming, earning the Best of Discipline title. The campaign hacked China’s biggest game of the year by connecting game chatroom’s abusive language detection system with the pricing database to raise the price for the bully every time the system detected any sign of bullying. The campaign also grabbed a Bronze in Direct Marketing.
“Slow Road” by Cheil Worldwide Seoul won a Bronze in Creative Use of Data. Using big data, the new mobile navigation service offers the most beautiful detour instead of the fastest route to a destination with an aim to provide unique travel experiences.
Another Bronze, this time in Health & Wellness, went to Cheil Worldwide Spain’s “The Battle Inside.” In order to raise awareness and funds for research on Leukemia, a disease crueler to the younger population, the campaign involved in creating a DOOM ETERNAL mod to create a new battlefield inside the body of a leukemia patient, and transform every enemy in the game into viruses, fungi, and bacteria to fight them until they are defeated.