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  • SUB CATEGORY :
    RESILIENCE THROUGH CREATIVITY
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • TITLE :
    THE CHEERING BANDAGE
  • BRAND :
    THE CHEERING BANDAGE
  • ADVERTISER :
    YOUNG CHEMICAL / FACEBOOK KOREA
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JUNG A KIM
  • EXECUTIVE CREATIVE DIRECTOR :
    JUNG A KIM
  • CREATIVE DIRECTOR :
    JUNG A KIM
  • COPYWRITER :
    TAESEOK LEE/SUNGHA KIM
  • ART DIRECTOR :
    BONGJUN CHA/DAESOO KIM
  • AGENCY PRODUCER :
    BAESUNG KIM
  • ACCOUNT DIRECTOR :
    JUGNWHAN KIM
  • ACCOUNT MANAGER :
    EUISUNG HA
  • ACCOUNT EXECUTIVE :
    BUMSUK OH/KIWOON KIM
  • STRATEGIC PLANNING DIRECTOR :
    JUGNWHAN KIM
  • STRATEGIC PLANNING MANAGER :
    EUISUNG HA
  • STRATEGIC PLANNER :
    BUMSUK OH/KIWOON KIM
  • CAMPAIGN SUMMARY :
    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. AT LEAST 90,000 OF THEM HAVE BEEN INFECTED WITH THE VIRUS, AND MORE THAN 260 NURSES HAVE DIED. 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. SO, WE ORGANIZED A “CHEERING BANDAGE” CAMPAIGN TO DIRECTLY DELIVER THOSE TOUCHING MESSAGES.
  • THE BRIEF :
    MARCH 2020, WHEN WHO DECLARED COVID-19 OUTBREAK AS A GLOBAL PANDEMIC, KOREA WAS NO EXCEPTION. TO SUPPORT THE COVID-19 MEDICAL TEAM FIGHTING ON THE FRONTLINES, WE NEEDED A MEDIUM TO IMMEDIATELY DELIVER THE PUBLIC’S MESSAGE WITHOUT DISTURBING THE HEALTHCARE WORKERS. THEREFORE, UTILIZING THE ONLY PROTECTION FOR THE FACES OF THE MEDICAL TEAMS FROM THE 8-HOUR WEIGHT OF GOGGLES AND MASKS, WE CREATED THE “#CHEERINGBANDGAE” TO INTIMATELY DELIVER THE MESSAGES SUBMITTED THROUGH SOCIAL MEDIA PLATFORMS.
  • THE STRATEGY :
    SINCE THE DECLARATION OF COVID-19 PANDEMIC, NUMEROUS MEDICAL TEAMS AND PEOPLE HAVE LOST HOPE DUE TO PSYCHOLOGICAL ANXIETY. THE KOREAN PUBLIC ALL NEEDED A TURNING POINT TO SUPPORT EACH OTHER AND GET THROUGH THE COVID-19 CRISIS TOGETHER. 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. TO ACHIEVE THIS, THE “CHEERING BANDAGE” CAMPAIGN WAS CARRIED OUT, PRODUCED, AND COMPLETED IN JUST 17 DAYS.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    1.MESSAGES SUBMISSION AN INSTAGRAM ACCOUNT (@CHEERINGBANDAGE) WAS CREATED, AND A FILM WAS RELEASED TO ANNOUNCE THE CAMPAIGN AND ENCOURAGE PARTICIPATION THROUGH HANDWRITING, DIRECT-MESSAGES, AR-FILTERS, AND GIF-STICKERS. 2.PRODUCTION THE BANDAGES PRODUCED COMPLYING WITH THE SAFETY-REGULATIONS. 3.DELIVERY 400,000 BANDAGES WERE DELIVERED NATIONWIDE TO THE 37 MEDICAL FACILITIES TREATING COVID-19. WHENEVER MEDICAL-TEAM PUT THE BANDAGES ON, THEY WERE ABLE TO RECEIVE THE MESSAGES OF SUPPORT WITH THEIR OWN EYES AND SKIN. 4.PRODUCTION OF AR CHEERING BANDAGE ADDITIONALLY, “CHEERING-BANDAGE-AR-FILTER” AND STICKERS WERE RELEASED ON SOCIAL MEDIA,
  • THE RESULT :
    400,000 #CHEERINGBANDAGES DISTRIBUTED TO 37 NATIONWIDE MEDICAL INSTITUTIONS AND SELECTIVE CARE CENTERS THAT TREAT COVID-19 [FACEBOOK BRAND LIFT STUDY] CAMPAIGN AWARENESS: 8.5 TIMES THE APAC AVERAGE (23.7%) CAMPAIGN PREFERENCE: 7.5 TIMES THE APAC AVERAGE (23.3%) CAMPAIGN UPPER PRAYER: 2X THE GLOBAL AVERAGE (22.3%) CAMPAIGN VIDEO VIEW COUNT: RECORD 4.1 MILLION VIEWS 10X THE COST EFFICIENCY OF THE GLOBAL AVERAGE