DYING FACE

Silver Spike

Case Film

Presentation Board

TitleDYING FACE
BrandGREEN UMBRELLA CHILDFUND KOREA
Product / ServiceFUND RAISING
CategoryA03. Best Use of Outdoor
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
Dongjin Kim Innocean Worldwide Art Director
Hyosung Jung Innocean Worldwide Art Director
Munjae Won Innocean Worldwide Copywriter
Sungryong Lim Innocean Worldwide Art Director
Hoyoung Kim Innocean Worldwide Copywriter
Hyejin Won Innocean Worldwide Creative Director
Jeongseok Han Innocean Worldwide Chief Creative Officer

Results and Effectiveness

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. Participants experienced the miracle of donation and tragedy from disinterest same time.

Creative Execution

The media has to 1) Have reality 2) Change real-time and interactively People are hardly shocked even they see the picture of child with swam of insects. So we brought the reality in front of people so they can feel and shocked. This also means traditional media or even a digital media cannot be enough. It must have reality. We also want people to feel how little action can change the African children’s life. It means the media should be changed real-time and interactively. Can two options be satisfied at the same time? The answer was yes. We used real insects and light-connected donation box to attraction. It was realistic and real-time interactively. 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. Process has been showing to people directly.

Insights, Strategy and the Idea

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. The idea: 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.