Title | BACK2LIFE |
Brand | SAMSUNG |
Product / Service | SOCIAL RESPONSIBILITY PROJECT |
Category | B01. UX & Journey Design |
Entrant | CHEIL 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 |
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 |
BACK2LIFE. The hack that got gamers to learn life-saving CPR.
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.