THE CHEERING BANDAGE

TitleTHE CHEERING BANDAGE
BrandYOUNG CHEMICAL, FACEBOOK KOREA
Product / ServiceTHE CHEERING BANDAGE
CategoryA01. Brand & Communications Design
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement 2 FACEBOOK Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR 2 FACEBOOK Seoul, SOUTH KOREA
PR 3 YOUNG CHEMICAL Gimhae, SOUTH KOREA
Production INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Post Production INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Jung A Kim Innocean Worldwide Executive Creative Director
Jungwhan Kim Innocean Worldwide Account Director
Euisung Ha Innocean Worldwide Sr. Account Manager
Bumsuk Oh Innocean Worldwide Account Manager
Kiwoon Kim Innocean Worldwide Account Manager
BongJun Cha Innocean Worldwide Art Director
Daesoo Kim Innocean Worldwide Art Director
Bae-Sung Kim Innocean Worldwide Agency Producer
Taeseok Lee Innocean Worldwide Copywriter
Sungha Kim Innocean Worldwide Copywriter

Cultural / Context information for the jury

March 2020, when WHO declared COVID-19 outbreak as a global pandemic, Korea was no exception. The number of confirmed cases and diagnostic tests was exponentially increasing. Among the COVID-19 medical teams worldwide, 1 in 3 healthcare workers suffer from sleep disorders, and 87.1% of them also experience depression. Both physically and mentally, the medical teams experience immense pain and anxiety. Even though numerous Korean citizens wanted to support the exhausted medical teams, for the sentiment to directly reach the healthcare workers battling in the field 24/7 was impossible. Therefore, we aimed to send the citizens’ messages of gratitude to the exhausted medical staff, raise the public’s disease awareness, and encourage the practice of social distancing. We designed the “#CheeringBandage” campaign to send the public’s touching messages of encouragement through the bandage that protects faces of the

Translation. Provide a full English translation of any text.

[Cheering Bandage Campaign] Cheering Bandage / To the heroes who realize hope every day / Thank you / Find more messages of support by looking up #cheeringbandage on Instagram [Messages printed on the bandages] We always pray for you. Thank you and thank you. You are the superheroes. When I grow up, I want to be like you! You are someone’s dream, we support you. Thanks to you, we have today. Thank you, always. Thanks to you, I can sleep soundly tonight. “Thank you.” Thanks to you, we carry on with our lives. All thanks to you. For every moment, for every second, we thank you. Spring day, the medical workers are the true heroes of these beautiful days. The “hero” title is yours. Thanks to you, I was able to spend today meaningfully. Thank you. The national team, the medical team. The whole nation cheers you on! The real heroes who protect our daily lives We will pay you back next time. Thank you. Thanks to the medical teams I am gaining strength every day Thank you for gifting us the warmest spring. We are always there for you. Cheer up! Thanks to you I can feel reassured every day You are the true heroes. Thank you! You have done it again!!! You have protected everyone’s lives. You’ve done well, keep at it till the end! Thank you so much for letting us rest peacefully during our holidays. The main heroes of today are the hardworking medical workers! We can only say that you are the best. We sincerely admire you! Thanks to you we can always feel reassured. Thank you so so much. Bad Corona now go away!!! Don’t be fooled by familiarity and lose gratitude! Always thank you Your day is our lifetime. I am here because of you. We love you just for your presence. Always be in good health, keep going, and keep fighting. You are the reason Korea can stand tall.

Tell the jury about the typography.

There are more beautiful typographies, but nothing is more touching than the handwritten typography. From the public, we received the heartfelt handwritings of encouragement and printed them on 5cmX2cm bandages. People submitted messages on Instagram through the #Cheeringbandage hashtag. The key to the “Cheering Bandage” design was excluding the visual elements from the packaging and replacing them with transparent materials to make the messages visible without opening the wrapping. A variety of handwritten-messages were printed on the center of the bandages using a custom-made printer. Through this process, 400,000 unique bandages were produced and delivered nationwide to the 37 hospitals and screening clinics treating COVID-19. When the medical professionals enter the screening center and treatment rooms, they use the ‘cheering bandages’. Whenever they put them on, they not only protect themselves from physical wounds but also receive the messages of support with their own eyes and skin.

Links
Social Media URL   |   Social Media URL