STOP DOWNLOADKILL

TitleSTOP DOWNLOADKILL
ClientBUSAN METROPOLITAN POLICE AGENCY
Product / ServiceBUSAN METROPOLITAN POLICE AGENCY
CategoryF01. Excellence in Media Insights & Strategy
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Additional Company JUNPASANG PRODUCTION Seoul, SOUTH KOREA

The Campaign

South Korean police decided to make Peeping Toms never want to see illegal voyeur videos again. The police used fake hidden camera videos to reduce the circulation of the real ones, and also to discourage viewers from downloading and consuming them by changing their thoughts about illegal voyeur videos. The police uploaded their fake videos onto 23 file-sharing sites. The fake videos show women in different places who, at the end of the video, suddenly change into a ghost-like character, scaring the viewer. And subtitles appear, saying “You might be the one pushing her to commit suicide. Police are monitoring this site.” Those who wanted to secretly watch voyeur videos late at night became trapped through the media they were accustomed to using.

Creative Execution

To directly deal with people downloading illegal voyeur videos, the Police Cybercrime Unit went undercover and entered the ‘online black market' of such videos. Using dozens of different IDs and IP addresses to fool downloaders, they uploaded their fake voyeur videos. From Oct.17 to Dec.17, 2017, a total of 3,500 fake voyeur videos were uploaded onto 23 file-sharing sites. For two months, 51,399 Peeping Toms downloaded the fake videos. The very moment the viewers watched the voyeur video, the police informed them of the harm they were causing and gave them a stern warning.

51,399 Peeping Toms downloaded the fake videos from the 23 file-sharing sites. The fear of the police watching them curbed downloads, and the circulation of illegal voyeur videos on the ‘online black market’ dropped by up to 21%. Featured in all major news channels nationwide and in over 100 media channels globally, the campaign reached over 5M people. Furthermore, it initiated a discussion about penalizing those who viewed the voyeur videos. A lawmaker and the South Korean government on their official blog also expressed their support of the campaign. The campaign took place from Oct.17 to Dec.17, 2017, and in November 2017, a bill to strengthen punishment for voyeur crimes was proposed in the National Assembly. “Must See Video” BBC “A fake porn video horrifying perverts” 9 NEWS “Original idea against hidden camera" Le Monde *All data in the entry form are official police data

More and more women are becoming victims of hidden camera sex crimes in South Korea. Since only filming voyeur videos is punishable, people download them without feeling guilty. The police found a way to reach those who were downloading the illegal videos. They created fake voyeur videos in which the woman being secretly filmed suddenly turns into a ghost-like character, scaring the viewer. Going undercover, the police uploaded the fake voyeur videos onto the 23 file-sharing sites. 51,399 Peeping Toms downloaded them, and as a result, the circulation dropped by up to 21%.

Insights, Strategy and the Idea

The police found a way to directly reach those who were downloading the illegal videos. The Police Cybercrime Unit first tracked where people were downloading the illegal voyeur videos from. Upon identifying 23 file-sharing sites with the highest traffic, the police circulated their fake hidden camera videos there. The videos show women in different places, such as the subway, motel, bathroom stall, fitting room, etc., who, at the end of the video, suddenly change into a ghost-like character, scaring the viewer. A total of 3,500 fake videos were uploaded and 51,399 Peeping Toms directly downloaded them.

Credits

Name Company Position
Hyungkyun Oh Cheil Worldwide ART DIRECTOR
Seongphil Hwang Cheil Worldwide ART DIRECTOR
Seungree Kang Cheil Worldwide COPYWRITER
Weonil Lee Cheil Worldwide ACCOUNT DIRECTOR
Hyungwoon Kim Cheil Worldwide ACCOUNT EXECUTIVE
Seungjun Na Cheil Worldwide ACCOUNT EXECUTIVE
Donghan Kim Cheil Worldwide MARKETING COMMUNICATION MANAGER
Annie Lim Cheil Worldwide MARKETING COMMUNICATION MANAGER
Daewon Min Cheil Worldwide MARKETING COMMUNICATION MANAGER
Jiwon Choi JW Pictures PHOTOGRAPHER
Wanmo Koo Bounce Creative DESIGNER
Jeakyun Kim Bounce Creative DESIGNER
Sungjin Lee Bounce Creative DESIGNER
Hyunkuk Kwak Uranium238 DIRECTOR
Myungjun Kim Freelancer CINEMATOGRAPHER
Eunki Lee Freelancer GAFFER
Seunghyun Jo Junpasang Production PRODUCTION DESIGNER
Kyounghyun Kim Junpasang Production EXECUTIVE PRODUCER
Hyungju Park Junpasang Production FILM PRODUCER
Junyoung Yang Fatboy EDITOR
Wonwoo Choi Fatboy FLAME ARTIST
Taehee Park Fatboy FLAME ARTIST
Sunglae Hong Kiss FM SOUND DESIGNER
Jawan Koo ON The Track MUSIC COMPOSER
Hakyoung Yim Uranium238 ASSISTANT DIRECTOR
Hyewon Ha Rue N Ran MODEL AGENCY
Taeyul Ko Freelancer DESIGNER
Sanguk Na Freelancer DESIGNER
Hyoeun Jeon Freelancer TRANSLATOR