DYING FACE

TitleDYING FACE
BrandGREEN UMBRELLA CHILDFUND KOREA
Product / ServiceFUND RAISING
CategoryB05. Public Service, Charity & Fund Raising
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Hochul Joo Audio Lab Sound Designer
Sanghun Back D.o.p
Inkyu Hwang Love/Money Assistant Director
Hangi Ko Love/Money Director
Dongwook Yoon Planit Production Producer
Hojun Roh Planit Production Executive Producer
Habeen Choi Innocean Worldwide Account Manager
Jooyoung Kyung Innocean Worldwide Account Manager
Jounghoon Lee Innocean Worldwide Account Manager
Jeonggoo Kang Innocean Worldwide Account Director
Bumsu Park Innocean Worldwide Agency Producer
Jaeseok Lee Innocean Worldwide Art Director
Minhae Kim Innocean Worldwide Copywriter
Munjae Won Innocean Worldwide Copywriter
Hyosung Jung Innocean Worldwide Art Director
Dongjin Kim Innocean Worldwide Art Director
Sungryong Lim Innocean Worldwide Art Director
Hoyoung Kim Innocean Worldwide Copywriter
Hyejin Won Innocean Worldwide Creative Director
Jeongseok Han Innocean Worldwide Chief Creative Officer

The Brief

Every year, over 600 thousand African children die from diseases caused by insects. However, people think the matter is irrelevant to their lives and do not realize the seriousness of the situation. We wanted to redraw attention to this issue through an impactful idea that immediately made people realize the effect of an individual’s small act.

Creative Execution

People are hardly shocked even they see the picture of dying child with swam of insects. So we brought the reality in front of people so they can feel and get shocked. It makes people to donate. We also want people to feel how little action can change the African children’s life. After this campaign the billboard which is not connected to the donation box was covered with insects in cross shape. Other billboard connected to the donation box was clean. Participants experienced the miracle of donation and tragedy from disinterest same time. Process has been showing to people directly.

Describe the creative solution to the brief/objective.

Real-time and interactive billboards. Many insects live near the river. And insects are attracted to light. We put insect glue traps on two outdoor billboards and turned the lights on to attract insects. When a person dropped a coin into the donation box, one of the two billboards’ light was turned off, making the insects move toward the other billboard. As time passed, the cross of death appeared more quickly than for the child whose light people switched off through their coin donations. Participants experience saving a child from vermin and how one small act could make a big difference.

Results

Real-time changes of the poster created an amazing outcome both online and off. Over 80% of the people turned off the light for the child consequently leading to donations on the spot. To ensure that the interest wasn’t temporary, we used QR codes to links persuading participants to become to regular donators. Also People spread the alarming poster via SNS and it gets lots of attention.