| Title | DYING FACE |
| Brand | GREEN UMBRELLA CHILDFUND KOREA |
| Product / Service | FUND RAISING |
| Category | C03. Special Build |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Name | Position |
|---|---|
| Jeongseok Han | Chief Creative Officer |
| Hyejin Won | Executive Creative Director |
| Hyejin Won | Creative Director |
| Hoyoung Kim/Munjae Won/Minhae Kim | Copywriter |
| Sungryong Lim/Dongjin Kim/Hyosung Jung/Jaeseok Lee | Art Director |
| Jeonggoo Kang | Account Supervisor |
| Minyoung Song | Advertiser's Supervisor |
| Bumsu Park/Hojun Roh/Dongwook Yoon | Producer |
| Jounghoon Lee/Jooyoung Kyung/Habeen Choi | Account Manager |
| Hochul Joo(Sound Designer)/Sanghun Back(D.o.p)/Hangi Ko(Director)/Inkyu Hwang(Assistant Director) | Other Credits |
Background 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. 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. 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. Result 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.
Harmful insect infections are the No.1 reason death for children in Africa. Your donation can stop children from suffering. -On the donation box