BRIDGE OF LIFE

Gold Spike

Case Film

Presentation Board

TitleBRIDGE OF LIFE
BrandSAMSUNG LIFE INSURANCE
Product / ServiceSAMSUNG LIFE INSURANCE
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Jaechul Lee Giringreem Director
Youchan Shin Producer
Dukwon Jang Producer
Myeongjoon Joo Ex Creative Technical Designer
Taejin Kang Ex Creative Technical Designer
Chang-Hwa Yeo Ex Creative Technical Director
Inyoung Lee Cheil Worldwide Account Executive
Kyungtae Kim Cheil Worldwide Account Executive
Jungho Park Cheil Worldwide Account Director
Jieun Park Cheil Worldwide Copywriter
Yongkyu Choi Cheil Worldwide Copywriter
Yukyung Joo Cheil Worldwide Copywriter
Youngjun Kim Cheil Worldwide Copywriter
Jiyeon Choi Cheil Worldwide Art Director
Minjoo Kim Cheil Worldwide Art Director
Jaeyeon Kim Cheil Worldwide Art Director
Hyungkyun Oh Cheil Worldwide Art Director
Joohoon Lee Cheil Worldwide Creative Director
Jeongkeun Yoo Cheil Worldwide Chief Creative Officer

Results and Effectiveness

Since the opening of the Bridge of Life on Sep 26th, 2012, until today (Dec 20th, 2012), the suicide rate has dropped by 77%. The Bridge of Life has received widespread national coverage on TV and in newspapers with 177 reports, as well as global coverage in 8 different media (Reuters, Voice of America, China TV The Tokyo Times, etc.). About 11,000 posts about the Mapo Bridge have been shared on social networks, of which 92% are positive, and the brand image of Samsung Life Insurance has improved by 110%.

Creative Execution

Our idea to stop and prevent the suicides on the Mapo Bridge was not installing a physical device to hinder the suicides, but to create an interactive bridge that would change the people’s minds through communication and a human touch. Our intention was to have the pedestrians keep reading the messages that were shown throughout the 2.2km of the Mapo Bridge through the ‘Bridge of Life’ installation, and eventually walk all the way to the other end without realizing it.

Insights, Strategy and the Idea

Suicides are especially frequent near the bridges over the Han River in Seoul. And among the 23 bridges, the ‘Mapo Bridge’ has the highest number of suicides. The brand slogan of Samsung Life Insurance, the #1 insurance company in Korea, is ‘People, Love’. Could there be any greater love than saving a person’s life? This is the world's first innovative suicide-preventing rail lighting system that uses digital technology (sensors and LEDs) with an analog touch (storytelling and copy lines).