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  • SUB CATEGORY :
    USE OF DIRECT AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • TITLE :
    HOPE TAPE
  • BRAND :
    HOPE TAPE
  • ADVERTISER :
    KOREAN NATIONAL POLICE AGENCY
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CREATIVE DIRECTOR :
    SEONGPHIL HWANG
  • COPYWRITER :
    SEKYEONG PARK
  • ART DIRECTOR :
    MIYEON SHIN
  • ACCOUNT MANAGER :
    CHAN KIM
  • ACCOUNT EXECUTIVE :
    JIYOUNG YOUN
  • PR DIRECTOR :
    JUNGEUN LEE
  • PR MANAGER :
    ANNIE LIM/DONGHAN KIM/BUMJUN KIM/DAEWON MIN/ANNIE CHOI
  • TRANSLATOR :
    HYOEUN JEON
  • MEDIA AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • PR AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • FILM PRODUCTION COMPANY :
    VISIONHOLDINGS, SEOUL
  • DIRECTOR :
    KWANGWON CHO (ILLRI IMAGINES)
  • CINEMATOGRAPHER :
    HOJUN JO (FREELANCE)
  • GAFFER :
    EUNSANG JO (FREELANCE)
  • FILM PRODUCER :
    SOOYOUNG YOON/DONGJO AN/DONGHYUN KIM
  • ASSISTANT FILM PRODUCER :
    DONGHYUN KIM
  • PRODUCTION ART DIRECTOR :
    SOOYOUN BAEK
  • MODEL AGENT :
    DAAE KIM
  • POST-PRODUCTION COMPANY :
    VISIONHOLDINGS, SEOUL
  • EDITOR :
    GYUHA BAEK
  • COLORIST :
    OKJIN JUN
  • FLAME ARTIST :
    KWANGSUN SEO
  • SPECIAL EFFECTS COMPANY :
    JW PICTURES
  • PHOTOGRAPHER :
    JIWON CHOI/KYOUNGWON KANG
  • SOUND PRODUCTION COMPANY :
    GHOST BUSTER, SEOUL
  • SOUND DESIGNER :
    SUNGHWA OH
  • PRINT PRODUCTION COMPANY :
    BOUNCE CREATIVE, SEOUL
  • DESIGNER :
    WANMO KOO/JEAKYUN KIM/SUNGJIN LEE
  • CAMPAIGN SUMMARY :
    THERE ARE 661 LONG-TERM MISSING CHILDREN IN SOUTH KOREA. IN ORDER TO FIND THEM, WE NEED PEOPLE TO PAY ATTENTION. BUT THE LONGER THEY ARE MISSING, THE MORE INDIFFERENT PEOPLE BECOME. HOW CAN WE STOP PEOPLE FROM FORGETTING OUR CHILDREN? WE CREATED THE ‘HOPE TAPE’ - A PACKAGING TAPE WITH MISSING CHILDREN’S INFORMATION PRINTED ON. WHEN SEALING A PACKAGE WITH THIS TAPE,
    IT SERVES AS A MEDIUM FOR DELIVERING THE CHILDREN’S INFORMATION DIRECTLY TO PEOPLE’S DOORSTEPS ALL ACROSS THE NATION.
  • THE BRIEF :
    THERE ARE 661 LONG-TERM MISSING CHILDREN IN SOUTH KOREA. IN ORDER TO FIND THEM, WE NEED PEOPLE TO PAY ATTENTION. BUT THE LONGER THEY ARE MISSING, THE MORE INDIFFERENT PEOPLE BECOME. DESPERATE PARENTS HAND OUT FLYERS WITH THEIR CHILD’S INFORMATION ALL DAY, BUT THEY ONLY AMOUNT TO A FEW HUNDRED.
  • THE STRATEGY :
    HOW CAN WE STOP PEOPLE FROM FORGETTING OUR CHILDREN? WITH COVID-19 CAUSING A DRASTIC INCREASE IN THE USE OF PARCEL DELIVERY SERVICES, PACKAGES HAVE BECOME A MEDIUM THAT CAN SPREAD ACROSS THE NATION VERY FAST. BY USING THEM AS A MEDIUM TO SPREAD INFORMATION ABOUT OUR MISSING CHILDREN, WE COULD REACH EVERY HOUSEHOLD IN THE COUNTRY.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    AS OF MAY 25TH, 2020 - INTERNATIONAL MISSING CHILDREN’S DAY -, ANYONE SENDING A PACKAGE VIA ONE OF THE 22 CENTRAL KOREA POST OFFICES CAN USE THE TAPE. IN COLLABORATION WITH SOUTH KOREA’S 2ND LARGEST PARCEL DELIVERY SERVICE, IT IS ALSO USED ON GOODS PURCHASED ONLINE AND DELIVERS MISSING CHILDREN’S INFORMATION TO EVERY HOUSEHOLD.
  • THE RESULT :
    - 14 MILLION MEDIA IMPRESSIONS - 2.06 BILLION WON IN EARNED MEDIA VALUE WITH ZERO MEDIA BUDGET - 630,000 PACKAGES SEALED WITH THE HOPE TAPE DELIVERED NATIONWIDE WITHIN A MONTH - EQUAL TO 100,000 FLYERS PER MISSING CHILD DISTRIBUTED - DESIGN RIGHTS ARE OPEN FOR ANYONE TO PARTICIPATE IN THIS CAMPAIGN - “A HIGHLY EFFECTIVE WAY TO SPREAD INFORMATION ABOUT MISSING CHILDREN”- BRANDING IN ASIA - “HEARTWARMING IDEA” -THE KOREA TIMES