|Product / Service||A REFUGEE EXHIBITION CAMPAIGN|
|Category||C01. Brand Environments|
|Entrant||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Entrant Company||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Advertising Agency||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Seokjin Shin||Cheil Worldwide||Art Director|
|Songha Lee||Cheil Worldwide||Copywriter|
|Adrian Sim||Cheil Wordwide||Copywriter|
|Thomas Hongtack Kim||Cheil Wordwide||Executive Creative Director|
|Jeongkeun Yoo||Cheil Worldwide||Chief Creative Officer|
Despite the NGOs' past traditional marketing efforts to raise awareness, many South Koreans, especially those in their 20s, remain indifferent to them and their sufferings. The brief called for a new and more appealing way to reach out to them.
The campaign aims to raise awareness about the sufferings of North Korean refugees to South Koreans.
UNHCR, the UN's refugee agency, held an exhibition titled "Invisible People" at the Seoul Museum of Art. The refugees and their emotional stories were incarnated in the form of figurines. To create these figurines, we used a unique 3D scanning and printing technology. Then, we embedded them with videos of the refugees’ emotional stories. Instead of displaying them conventionally, the figurines were hidden in the museum so visitors had to find them. Once spotted, visitors were engaged by emotional clips about the refugees' sufferings when they tapped their QR/NFC-enabled mobiles on the figurines.
In just three weeks, the exhibition garnered significant interest – 48,216 people visited the exhibition and more than 5,000 encouraging messages were posted on the Facebook page and sent to the refugees. Although the campaign wasn't intended to raise funds, 87 people signed up to become sponsors of UNHCR's global refugee efforts. In total, 3.5 million people came to know about the refugees through word of mouth, social media and mass media. Due to the success of the campaign, foreign museums have approached UNHCR to hold similar exhibitions in their countries.