Title | PEEKABOO MASK |
Brand | SEOUL METROPOLITAN GOVERNMENT |
Product / Service | PEEKABOO MASK |
Category | D02. Ambient Outdoor |
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 | MUSEUM FILM Seoul, SOUTH KOREA |
Production 2 | TIFFANY FILM Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Taihai Kim | Cheil Worldwide | Division Leader(Digital) |
Jiyoung Suh | Cheil Worldwide | Division Leader(Digital Business) |
Kye Jo Lee | Cheil Worldwide | Creative Director |
Hyun Ju Her | Cheil Worldwide | Creative Director |
Jong Kil Choi | Cheil Worldwide | Art Director |
Jung Sub Kim | Cheil Worldwide | Art Director |
Hong Joon Jang | Cheil Worldwide | Art Director |
Soo Jeong Lee | Cheil Worldwide | Art Director |
Tae Ho Park | Cheil Worldwide | Developer |
Doo Won Yoo | Cheil Worldwide | Developer |
Sun Ho Bae | Tiffany Film | Executive Producer |
Jong Min Lee | Museum Film | Director |
Hyuck Hoon Nam | Museum Film | Producer |
Sun Woo Keel | Museum Film | Assistant Director |
We needed an effective way to educate children in Korea the importance of wearing masks on a “bad” fine dust day. We upgraded everyday masks to be interesting themselves and to make the experience of wearing fun. We printed nine kinds of fun characters on masks and then covered it with a dust face character with thermochromic ink. When children wore them, temperature from their breath changed the character on the mask. The digital vending machine collected real-time data from the Korea Meteorological Administration. On a “bad” fine dust day, the screen changed to “bad” and the motion sensor caught the attention of children by automatically playing educational video content. After the clip, the vending machine dropped masks for the children to experience. These experience were made into a video to be on-aired on various media channels across Seoul, raising awareness of the necessity of masks.