SILVER TALK

TitleSILVER TALK
ClientKOREA BROADCAST ADVERTISING CORPORATION
Product / ServicePUBLIC SERVICE
CategoryA05. Publications
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA

Brief Explanation

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 Brief

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)

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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