SEOUL, SOUTH KOREA — Creative agency Cheil Worldwide won 12 Spikes including three Grand Prix, three Golds, three Silvers, and three Bronzes at Spikes Asia 2023. In the special awards, Cheil Worldwide won South Korea Agency of the Year, and Cheil Hong Kong won Hong Kong Agency of the Year. Cheil Worldwide also ranked 2nd place in Asia-Pacific Agency of the Year.
All three Grand Prix went to “Knock Knock,” one each from Glass, Media, and Mobile, making it this year’s most Grand Prix awarded campaign. The campaign also two Golds, one each from Brand Experience & Activation and Direct, and two Silvers. With the police emergency call solution, people in an emergency situation where they cannot speak can request police assistance by dialing 112 and simply pressing any number twice. Then the police call handler will send a link to the caller to click that will immediately allow the police to track caller’s location, identify the scene through the caller’s phone, and start secret chat mode.
“Quest for Dyslexia” won a Mobile Gold. The campaign redesigned gaming quests of a popular game in order to help detect signs of dyslexia among children. By using over 100 of commonly-mistaken Chinese characters to track the players’ actions, the game helped identify gamers who consistently misread the quests as potentially having dyslexia, and sent notifications to the parents to seek further diagnosis. The campaign also grabbed a Silver and two Bronzes.
“Galaxy Book Art Project” won a Bronze in Brand Experience & Activation. As Gen Z love to express themselves through unique decorations, the project involved in AI artist to create a customized laptop cover in just ten seconds based on three words and desired painting style picked by individual consumer.
At the Young Spikes Competition, Sohyun An and Eunsoo Jang at Cheil Worldwide Seoul won Bronze in Media category. The Young Spikes Competitions are aimed at creatives who are aged 30 or under and employed in advertising and communications businesses.