|Brand||SEOUL METROPOLITAN GOVERNMENT|
|Product / Service||PUBLIC HEALTH AND SAFETY AWARENESS|
|Category||A01. Activation by Location|
|Entrant||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Idea Creation||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Media Placement||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|PR||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Production||IM FINE Seoul, SOUTH KOREA|
|Production 2||SOMEDAY SPRING Seoul, SOUTH KOREA|
|Production 3||ORANGE CODE SOUND FACTORY Seoul, SOUTH KOREA|
|Production 4||FAT BOY Seoul, SOUTH KOREA|
|Production 5||FIREWORKS Seoul, SOUTH KOREA|
|Additional Company||GAM Seoul, SOUTH KOREA|
|Kate Hyewon Oh||Cheil Worldwide||Chief Creative Officer|
|Jinwoo Ryu||Cheil Worldwide||Art Director|
|Jaehyuck Lee||Cheil Worldwide||Art Director|
|Young Choe||Cheil Worldwide||Copywriter|
|Sunho Bae||Cheil Worldwide||Agency Producer|
|Yunsung So||Somedayspring||Film Director|
|Chan Wook Kim||Fireworks||Flame Artist|
|Jong Woo Lee||Orangecode Sound||Music Director|
|Jun Young Yang||FATBOY||Edit Director|
|Jamin Koo||I M FINE||Developer|
|Junhee Kim||I M FINE||Developer|
|Pilsun Yang||I M FINE||Development Director|
|Woohyuk Jeong||GAM production||Graphic Designer|
We created DustSee to raise awareness of the dangers of air pollution in Seoul. DustSee is an AR fine dust and air pollution app that shows the harmful particles we can’t see. More importantly, it tells people when they need to wear a mask. DustSee visualizes pollution wherever the user was. It uses live-sensing to calculate current location, real-time air pollution levels, wind direction and speed, as it shows the fine dust and air pollution around us. The interactive AR filters visualize the particles in three different ways, which allows people to see what’s really in the air. It shows the types and levels of harmful pollutants currently in the air. It allows people to capture photos and videos of the animated air particles, which they can share on social media.
Our focus was to take air pollution data and show it in real-time wherever the user was. We utilized the user’s GPS to get a baseline. Then we used real-time air pollution and weather data and synced it to the user's location. Finally, we brought all the information together and gave each pollutant their own unique character and shape and animated them. The pollutants weren’t the same so, we designed and gave each pollutant their own special shape and animations. This made it easy to distinguish the different types of dust and pollutants. Depending on the current pollution levels also determined the color motif for the AR animations. We created three different AR filters to allow users to physically see and interact with the pollutants in the air. If the air was unhealthy, DustSee would tell you to wear a mask; and which type to wear. Along with these AR animations, we provided real-time information on the pollutants and how much there were wherever they were located. Once people saw how the air was, they could then capture and share videos and photos on social media alerting others on how the air was in their area.
On April 4, 2018, we launched the campaign by releasing DustSee for free and without any ads on the Google Play Store. This campaign went beyond presenting air pollution data in the traditional way. And the response to the initial launch was well received. It also received much positive feedback that attracted attention on social media and news outlets in Seoul. The campaign started conversations that have raised awareness of fine dust and air pollution. And it's changed people’s behavior by letting them know why they should be wearing protective masks. This is an impressive feat for our client, because they’re not known for creating mobile app campaigns that utilize data platforms such as this. Additionally, they’re planning on following up this campaign, using DustSee as the cornerstone for future initiatives.
The first part of our campaign strategy was to figure out why people don’t wear a protective mask in the first place. The local government has tried to target these people by sending out city-wide text alerts when pollution levels were high. Yet, it hasn’t done much to encourage mask wearing behavior. We then noticed that on certain days when air pollution was high the skies were still clear. This made it look like the air was fine when actually it wasn’t. This led us to our key strategy insight; if our target audience can’t see the dangerous particles in the air, we simply have to show them the harmful particles for themselves with something they always have with them; smartphones.