Title | DYING FACE |
Brand | GREEN UMBRELLA CHILDFUND KOREA |
Product / Service | FUND RAISING |
Category | A03. Best Use of Outdoor |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
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 |
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.
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.
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.