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  • SUB CATEGORY :
    BEST USE OF AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • ENTRY TITLE :
    LIFE PUMP
  • BRAND :
    CARIBBEAN BAY WATER PARK
  • ADVERTISER :
    SAMSUNG C&T CORPORATION EVERLAND CARIBBEAN BAY
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEONGKEUN YOO
  • HEAD OF CREATIVE DIVISION :
    WAIN CHOI
  • CREATIVE DIRECTOR :
    HYUNGKYUN OH/SUNGPHIL HWANG
  • COPYWRITER :
    JIA KIM
  • ART DIRECTOR :
    SUNGPHIL HWANG/HYUNGKYUN OH
  • ACCOUNT DIRECTOR :
    JAEHWAN LEE
  • ACCOUNT EXECUTIVE :
    CHAN KIM/HYUNJIN SHIM/JUN SEOK PARK/HANA LEE
  • AGENCY PRODUCER :
    SUNHO BAE
  • FILM PRODUCTION COMPANY :
    JUNPASANG PRODUCTION, SEOUL/YONGGAMHAN PRODUCTION, SEOUL
  • CM PLANNER :
    KYOUNGHYUN KIM (JUNPASANG PRODUCTION)
  • DIRECTOR :
    YONGHAN MOON (YONGGAMHAN PRODUCTION)
  • ASSISTANT DIRECTOR :
    HUNPYO KIM (YONGGAMHAN PRODUCTION)
  • EXECUTIVE PRODUCER :
    KYOUNGHYUN KIM (JUNPASANG PRODUCTION)
  • FILM PRODUCER :
    DONGJO AN (JUNPASANG PRODUCTION)
  • PRODUCTION DESIGNER :
    SEUNGHYUN JO (JUNPASANG PRODUCTION)
  • POST-PRODUCTION COMPANY :
    SEOUL VISION, SEOUL
  • EDITOR :
    DAEHYEON CHO
  • COLORIST :
    SOYEON KIM/SUJEONG PARK/CHANGBIN YOO
  • FLAME ARTIST :
    NAEDO LEE/YEJIN LEE
  • POST PRODUCER :
    HANBI CHOI/JIN LEE
  • SPECIAL EFFECTS COMPANY :
    EX CREATIVE, SEOUL
  • PRODUCT DESIGNER :
    CHANGHWA YEO/MYOUNGJUN JOO
  • SOUND PRODUCTION COMPANY :
    KISS FM, SEOUL
  • SOUND DESIGNER :
    SUNGRAE HONG
  • SOUND STUDIO PRODUCER :
    INU HWANG (AUDIO VILLAGE)
  • OTHER SOUND PRODUCTION CREDITS :
    TAEHO PARK
  • THE BRIEF :
    IT IS VERY DIFFICULT FOR VICTIMS OF SUDDEN CARDIAC ARREST TO SURVIVE IN KOREA. THE CHANCES OF RECEIVING CPR FROM A BYSTANDER ARE A MERE 3%. 1) AND THUS, THE SURVIVAL RATE OF SUDDEN CARDIAC ARREST VICTIMS IS ONLY 4%. 2) ACCORDING TO THE SURVEY, 82% OF PEOPLE KNOW WHAT CPR IS, BUT ONLY 7% ARE ABLE TO PERFORM IT. 3) PEOPLE LEARN CPR AT SCHOOLS OR ORGANIZATIONS THROUGH TUTORIALS AND BOOKS, BUT NOT THROUGH HANDS-ON EXPERIENCE. HOW CAN WE GET PEOPLE TO LEARN CPR?
  • THE STRATEGY :
    WITH THE LIFE PUMP CAMPAIGN, PUMPING UP SWIMMING TUBES TURNS INTO CPR TRAINING THROUGH HANDS-ON EXPERIENCE WITH A SIMULATED BODY. BY CONNECTING AN AIR PUMP TO THE INSIDE OF A CPR MANIKIN, WE CREATED A NEW AND EASY WAY THAT ALLOWS ANYONE INFLATING THEIR SWIMMING TUBES TO LEARN CPR. THE LIFE PUMP IS DESIGNED IN SUCH A WAY THAT IF CPR IS CORRECTLY PERFORMED ON THE MANIKIN, AT THE RIGHT POSITION AND PACE, 4) THEN THE TUBE WILL BE FULLY INFLATED WITHIN 1 MINUTE. 5) 4) 4~5CM DEEP / 100~120 PUMPS PER MINUTE, HANDS-ONLY CPR GUIDE IN 2015, AMERICAN HEART ASSOCIATION 5) FOR STANDARD SWIMMING TUBES WITH A DIAMETER OF 90CM
  • THE EXECUTION :
    WE INSTALLED 10 LIFE PUMPS AT CARIBBEAN BAY WATER PARK, SO THAT PEOPLE CAN LEARN HOW TO PERFORM CPR BEFORE GOING IN THE WATER, AND BEFORE SUDDEN CARDIAC ARRESTS HAPPEN. THROUGH THE CAMPAIGN, WHICH STARTED ON AUGUST 3, 2016, AND IS STILL ONGOING, PEOPLE ARE LEARNING CPR VIA HANDS-ON EXPERIENCE BY FILLING UP THEIR SWIMMING TUBES. BOTH EXPERTS FROM THE EMERGENCY MEDICAL ASSOCIATION AND LIFEGUARDS FROM CARIBBEAN BAY ARE ON SITE TO HELP PEOPLE LEARN TO PERFORM CPR CORRECTLY. FURTHERMORE, THE LIFE PUMP CAMPAIGN IS IN THE PROCESS OF EXPANDING TO OTHER LOCATIONS IN COLLABORATION WITH THE EMERGENCY MEDICAL ASSOCIATION.
  • THE RESULT :
    WITHIN ONLY 3 WEEKS, 5,851 SWIMMING TUBES WERE FILLED, GETTING 5,851 PEOPLE TO LEARN HOW TO PERFORM CPR. ACCORDING TO A VISITOR SURVEY CONDUCTED AT CARIBBEAN BAY AFTER THE CAMPAIGN, THE CPR TRAINING EFFECTIVENESS OF THE LIFE PUMP REACHED 95.5%, AND THE SAFETY PERCEPTION OF CARIBBEAN BAY MEASURED 90.6%. AFTER THE LIFE PUMP CAMPAIGN WAS LAUNCHED, IT RECEIVED RAVE REVIEWS ACROSS THE MEDIA. “A CLEVER IDEA TO GET PEOPLE TO LEARN CPR.” - ASIA TODAY “PRACTICAL PREVENTION: LEARNING CPR BEFORE GOING IN THE WATER” - NEWS1 “A REVOLUTIONARY CPR TRAINING THROUGH HANDS-ON EXPERIENCE.” - NEWSIS