BACK2LIFE

TitleBACK2LIFE
BrandSAMSUNG
Product / ServiceSOCIAL RESPONSIBILITY PROJECT
CategoryB01. UX & Journey Design
EntrantCHEIL PENGTAI Beijing, CHINA
Idea Creation CHEIL PENGTAI Beijing, CHINA
Media Placement CHEIL PENGTAI Beijing, CHINA
Production BIGFISH Beijing, CHINA
Additional Company CHEIL WORLDWIDE HONG KONG, HONG KONG SAR

Credits

Name Company Position
Kimmy Liu Cheil PengTai Executive Creative Director
Kimmy Liu Cheil PengTai Art
Ting Yu Cheil PengTai Designer
Qing Tian Cheil PengTai Associate Creative Director
Xue Li Cheil PengTai Associate Creative Director
William An Cheil PengTai Platform Director
Cherry Lan Cheil PengTai Account Director
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Wilson Ang Cheil Worldwide Hong Kong Group Creative Director
Paul Chan Cheil Worldwide Hong Kong Copywriter
Wilson Ang Cheil Worldwide Hong Kong Copywriter
May Yue Cheil PengTai Creative Director
Zhongjian An Cheil PengTai Senior Art Director
Ning Yang Cheil PengTai Associate Creative Director
Moyang Liu Cheil PengTai Associate Creative Director
Melody Zhang Cheil PengTai Multimedia Designer
Yanqi Wang Cheil PengTai Associate Creative Director

Describe the creative idea

BACK2LIFE. The hack that got gamers to learn life-saving CPR.

Describe the execution

Working with one of the country’s biggest game developers (Longtu Game), we hacked Blood River — the biggest game of the year and China’s equivalent to Fortnite. For two weeks, we surprised gamers with hands-on CPR training built right into the game itself. When gamers lost a life, they had to perform CPR on their characters to bring them back to life. The more they played, the more they learned how to perform this life-saving skill.

Links
Application URL