The Brief

For the first time ever in an ad competition, participants received feedbacks from judges on their entries.

Creative Execution

In order to create a competition that could satisfy all participants, we surveyed participants' opinions. Interviews of last year's participants revealed that they weren't just aiming for prizes. Participants were unanimous in their desire to hear judges' assessments of their creativity. So for the first time in competition history, entries will receive creativity assessments and comments directly from the judges.

Describe the creative solution to the brief/objective.

In Korea, there are 72 young advertising Competitions. The Cheil Worldwide Young Ad Awards is the longest-running and most prestigious of its kind in Korea, and has always tried new methods that have changed the paradigm of competitive exhibitions. This year is the 31st anniversary of this event, and the organizers wanted to break out of the mold which made only 1% winners and the remaining 99% losers. Is there perhaps a way to make all participants winners?

Results

Participants who wanted to receive feedback on their work filled out a form with a return address-stamped envelope(Feedback Mail) which judges sent back to participants complete with comments. Many recipients posted this feedback in online communities or on their blogs, and expressed much thanks to the referees. The Cheil Worldwide's Young Ad Awards motivated young participants to change their excessively results-oriented, competitive mind. The number of submissions this year rose to 2,434 works, an 11% increase over last year when 2,177 works were sybmitted.