| Title | WHERE IS THE LION? SAVE THE LION! |
| Brand | LION AID |
| Product / Service | WILDLIFE CONSERVATION |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Youna Chung | Cheil Worldwide | Art Director |
| Sunkyung Chang | Cheil Worldwide | Copywriter |
| Ahhyun Suh | Cheil Worldwide | Digital Contents Planner |
| Iltae Choi | Cheil Worldwide | Agency Producer |
| Thomas Hongtack Kim | Cheil Wordwide | Executive Creative Director |
| Jeongkeun Yoo | Cheil Worldwide | Chief Creative Officer |
The objective was to raise awareness of the endangered status of lions around the world. Collaborating with Lion Aid, a U.K. based organization, we linked Cannes “lions” to the animals themselves. The audience was drawn mainly from those unaware of the status quo but have the responsibility to return the honour they received from “lions” - creatives in the advertising industry that have won the Cannes Grand Prix in the past three years. Our key question was to ask the question “where is the lion?” and to make the statement of “save the lions.”
The creative solution was to send recreated “lion-less” (Cannes Lions Grand Prix) trophies and letters to past Cannes Lions Grand Prix winners to send a photo of their faces placed on the trophies sent to them. We will use the photos to product campaign posters to be exhibited at the Cannes Lions Festivals 2014. The responded rates and desired outcome was to bring creatives to participate in the campaign to be used as on/offline contents as to raise awareness on lions.
Sent trophies to agencies around the world covering Australia, France, Germany, Netherlands, China, Romania, South Africa, South Korea, U.S.etc. Interesting photos are being sent to us and more feedback is expected. In terms of organic engagement rates for the campaign Facebook, throughout the short period of one month, we caught interest of people both aware and unaware about lions.
Cannes Lions Festival is THE festival for creatives around the world. All creatives around the world love “lions” and dream to receive “a lion.” Thus getting their support to send the message of lions being in danger of extinction will be both approachable and effective. It will also be of great impact in making a statement at the Cannes Lions Festival about lions where all the influential creatives from around the world come together.