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  • SUB CATEGORY :
    BEST USE OF DIRECT AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • TITLE :
    FIREVASE
  • BRAND :
    FIREVASE
  • ADVERTISER :
    SAMSUNG FIRE & MARINE INSURANCE
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • COPYWRITER :
    SEUNGREE KANG
  • ART DIRECTOR :
    HYUNGKYUN OH/SEONGPHIL HWANG
  • ACCOUNT DIRECTOR :
    CHANGYU PARK
  • ACCOUNT EXECUTIVE :
    NAWON LEE/JUNGMIN CHOI/WANSOO PARK/JIEUN CHAE
  • AGENCY PRODUCER :
    SUNHO BAE
  • FILM PRODUCTION COMPANY :
    JUNPASANG PRODUCTION, SEOUL/YONGGAMHAN PRODUCTION, SEOUL
  • DIRECTOR :
    YONGHAN MOON
  • CINEMATOGRAPHER :
    CHANGBAE KANG/JUNBUM ANN/SUNGIN JI
  • GAFFER :
    JOONHO LIM/DEOKYONG LEE/SEOKHO LEE
  • PRODUCTION ART DIRECTOR :
    HYOJUNG RYOU/JEONGMIN PARK
  • FILM PRODUCER :
    KYOUNGHYUN KIM/SEUNGHYUN JO/HYUNGJU PARK
  • MODEL AGENT :
    JOOYONG KIM
  • TRANSLATOR :
    HYOEUN JEON
  • POST-PRODUCTION COMPANY :
    FIRE WORKS, SEOUL
  • EDITOR :
    DONGHYUN KIM
  • COLORIST :
    HYUNAH LEE
  • FLAME ARTIST :
    HONGJUNE YOO/KITAE KIM
  • SPECIAL EFFECTS COMPANY :
    DEMOLITION, SEOUL
  • SPECIAL EFFECTS PRODUCER :
    HEEKYOUNG LEE
  • SOUND PRODUCTION COMPANY :
    KISS FM, SEOUL/AUDIO VILLAGE, SEOUL
  • SOUND DESIGNER :
    SUNGLAE HONG
  • MUSIC COMPOSER :
    INU HWANG
  • PRINT PRODUCTION COMPANY :
    BOUNCE CREATIVE, SEOUL/JW PICTURES, SEOUL
  • PHOTOGRAPHER :
    JIWON CHOI/KYOUNGWON KANG/CHOONGSUN PARK
  • DESIGNER :
    WANMO KOO/JEAKYUN KIM/SUNGJIN LEE/TAEYUL KO
  • THE BRIEF :
    IN SOUTH KOREA, OVER 10,000 RESIDENTIAL FIRES OCCUR EVERY YEAR. WHEN A FIRE BREAKS OUT, THE EFFECT ONE SINGLE FIRE EXTINGUISHER CAN HAVE IN ITS EARLY STAGE EQUALS TO THAT OF A WHOLE FIRE TRUCK. DESPITE A LAW THAT REQUIRED ALL HOMES TO HAVE A FIRE EXTINGUISHER BY 2017, 58% STILL DO NOT HAVE ONE. AND EVEN IF PEOPLE DO HAVE ONE AT HOME, THEY USUALLY DO NOT TAKE PROPER CARE OF IT. THEY STORE IT IN HARD-TO-REACH PLACES, OR FORGETTING ABOUT IT COMPLETELY. HOW COULD WE BRING THE FIRE EXTINGUISHER BACK WITHIN REACH OF PEOPLE?
  • THE STRATEGY :
    IN THE LAST 5 YEARS IN KOREA, 1,535 PEOPLE WERE KILLED AND 9,143 INJURED THROUGH A FIRE. 58% OF HOMES STILL DO NOT HAVE A FIRE EXTINGUISHER, AND ONLY 22% OF PEOPLE EVEN KNOW HOW TO USE ONE. SO WITH THE STRATEGY TO EQUIP KOREANS THAT WERE INDIFFERENT TO FIRE SAFETY WITH FIRE EXTINGUISHERS, WE CREATED ONE THAT WAS UNIQUE SO IT WOULD INCREASE THEIR DESIRE TO HAVE ONE. DIFFERENT FROM THE REGULAR POWDER-TYPE FIRE EXTINGUISHER THAT PEOPLE SHIED AWAY FROM, THE FIREVASE IS A VASE THAT CAN HOLD BEAUTIFUL FLOWERS, BUT ALSO PROTECTS THE PEOPLE AROUND BY DOUBLING
    AS A FIRE EXTINGUISHER. BRANDED WITH THE SAMSUNG FIRE & MARINE INSURANCE LOGO, THE FIREVASE ALSO ACTS AS AN AMBIENT MEDIUM STRENGTHENING SAMSUNG’S BRAND PRESENCE IN THE HOME.
  • THE EXECUTION & CRAFT :
    FROM SEPTEMBER 1ST TO DECEMBER 31ST, 2018, THE FIREVASE WAS DISTRIBUTED TO 100,000 HOUSEHOLDS IN THE TRADITIONAL KOREAN VILLAGE, IN THE TRADITIONAL MARKETS, AND OTHER PLACES NATIONWIDE THAT THE GOVERNMENT DESIGNATED AS FIRE-PRONE AREAS. WHILE THE CAMPAIGN WAS PROMOTED ONLINE, 20,000 SAMSUNG RISK CONSULTANTS HANDED OUT THE FIREVASES TO THE PEOPLE. A VIDEO FEATURING
    A CELEBRITY PUTTING OUT A FIRE HELPED SPREAD THE CAMPAIGN ONLINE AS WELL AS IN THEATERS, AND A PRINT AD WAS RUN IN 46 DIFFERENT NEWSPAPERS AND MAGAZINES. FURTHERMORE, THE FIREVASE WAS FEATURED AND TALKED ABOUT IN NEWS, ENTERTAINMENT AND EDUCATION PROGRAMS OF OVER 50 DIFFERENT TV NETWORKS AND NEWS OUTLETS. 100,000 FIREVASES WENT TO HOUSEHOLDS AS FIRE EXTINGUISHERS AS WELL AS AMBIENT MEDIA THAT BECAME A TOPIC OF CONVERSATION ON SOCIAL MEDIA. RECEIVERS OF THE FIREVASE EVEN CREATED THEIR OWN CONTENTS THAT WAS SHARED ONLINE AND FURTHER SPREAD THE CAMPAIGN.
  • THE RESULT :
    FROM SEPTEMBER 1ST TO DECEMBER 31ST, 2018, THE CAMPAIGN SPREAD TO 32M PEOPLE THROUGH VARIOUS MEDIA PLATFORMS. 4.1 MILLION CUSTOMERS VISITED THE SAMSUNG FIRE & MARINE INSURANCE WEBSITE, AND BRAND FAVORABILITY INCREASED BY 83%. 100,000 FIREVASES WERE DISTRIBUTED FOR FREE TO HOMES NATIONWIDE, STARTING WITH THOSE IN FIRE-PRONE AREAS. 81% OF RESPONDENTS CONFIRMED THAT THEY WERE NOW MORE AWARE OF THE IMPORTANCE OF HAVING A FIRE EXTINGUISHER AT HOME. FURTHERMORE, THE NUMBER OF HOMES EQUIPPED WITH A FIRE EXTINGUISHER INCREASED BY 8% NATIONWIDE. THIS MEANS THAT 1.84M KOREAN PEOPLE WERE NEWLY PROTECTED FROM THE DANGERS OF FIRE THAT COULD HAPPEN IN THEIR HOME. AS THE POSITIVE RESPONSE KEPT GROWING AMONG PEOPLE AND THE MEDIA, SAMSUNG FIRE & MARINE INSURANCE DECIDED TO PRODUCE AND DISTRIBUTE 200,000 MORE FIREVASES. THE COMPANY ALSO SIGNED AN EXCLUSIVE SUPPLY CONTRACT TO ENSURE PROPRIETARY RIGHTS TO THE FIREVASE AS THEIR BRAND ASSET.