Cheil Worldwide awarded two prizes at Cannes Lions 2008

1 July 2008

Cheil Worldwide came home with two awards from Cannes Lions 2008 making it the only Korean agency to be recognized within the leading international advertising awards festival. Cheil Worldwide was awarded in the following categories:
* Outdoor Advertising (Transit):
Campaign: Plus To Your Life – Homeplus
Client: Samsung Tesco
Award: Bronze
* Cyber Young Lions Competition
Seokjin Shin, Art Director,
Cheil Worldwide & Joong Sik Choi, Student (Hallym University)
Award: Silver
Cannes Lions 2008 Round Up
Three Grand Prix Lions were awarded at the Media, Outdoor and Radio Lions Awards ceremony at the 55th International Advertising Festival this year. Forsman & Bodenfors, Gothenburg, Sweden, won the top prize in Media for the AMF Pension "MMS" campaign; BBDO New York won in Outdoor for the HBO "Voyeur" projection installation; and Dentsu Tokyo won in Radio for Canon's "Shutter Chance." Forsman & Bodenfors was also named Media Agency of the Year.
The media jury considered a number of criteria when making its choices, explained jury president Dominic Proctor, worldwide CEO of MindShare, London. "We're looking for entries that have a really fresh consumer insight from which we get a robust media communications strategy which is executed in a breakthrough manner for which there are business results that demonstrate the effectiveness of the campaign," he said.
Proctor said the discussion for the top Media prize came down to two entries: the AMF campaign and a McDonald's outdoor execution from Leo Burnett, Chicago. The latter was a billboard that featured a live lettuce garden growing to spell "Fresh Salads."
Proctor explained that while the US entry, which won two golds, had a powerful PR program, it was a single execution in a single city. "It was different because it was a one-off execution," he said, but the judges found the execution unique and the PR and business results were strong, "an uplift of 20 per cent."
In the end, the 25-member jury, which considered 2,000 entries from 64 countries, a 20 per cent increase over last year, chose the Swedish campaign as the winner, Proctor said, because it "had everything." The campaign, which allowed participants to see what they would look like at 70 years old, "had new media and old media. The role of the different media were very linked to each other, it was against a real consumer insight and it was executed really well in a difficult category."