Title | SILVER TALK |
Brand | KOREA BROADCAST ADVERTISING CORPORATION |
Product / Service | PUBLIC SERVICE |
Category | A05. Publications |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Inchul Choi | Editor | |
Donghoon Kim | Director | |
Yuseok Lee | Producer | |
Eunyoung Koh | Cheil Worldwide | Trend Specialist |
Juhyeong Han | Cheil Worldwide | Copywriter |
Sunkyoung Chang | Cheil Worldwide | Copywriter |
Jihyun Song | Cheil Worldwide | Art Director |
Eomji Lee | Cheil Worldwide | Art Director |
Youbin Bang | Cheil Worldwide | Art Director |
Kyejo Lee | Cheil Worldwide | Art Director |
Thomas Hongtack Kim | Cheil Worldwide | Executive Creative Director |
Jeongkeun Yoo | Cheil Worldwide | Chief Creative Officer |
Let’s gather the touching moments of this Silver Talk Campaign all into one book! This book is more than just a mere book. The moment you open it, it seems as if you are actually at the talk show and the art show.
The Silver Talk Campaign seeks to find a new way of communication between the old and young generation; the silver generation* offers wisdom through a talk show and the young generation share their talents by creating artworks inspired by the talk. (*silver generation: A term commonly used in Korea which refers to the elderly)
1) Book in a Book: Implying that the sliver generation (the large brown book) embraces the young generation (the small pink book) 2) Two Books Connected by a Navel String: A metaphor to show that the young generation receives nutrients from the silver generation 3) An Art Show showing the creativity of the young The small book makes you feel like you are really at the art show. The ideas of each piece are made into a 3-dimensional experience (Pop-up). QR codes allow you to fully experience every aspect of the art pieces with music and videos.
The Silver Talk art show was hosted for 17 days with 50,000 visitors and more than a million visited the website and gained new perspectives on the ‘silver generation’. Many newspapers and TV programs subsequently dealt and raised the issue of the silver generation as storytellers. The campaign was extended to 4 months which initially planned for 2 months due to the active responses. On the Silver Talk Campaign website, the recommendation of the storytellers and the young volunteers are still posting their will to participate on the coming up events.