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  • SUB CATEGORY :
    USE OF MOBILE & DEVICES
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • TITLE :
    KNOCK KNOCK
  • BRAND :
    A SILENT EMERGENCY CALL
  • ADVERTISER :
    KOREAN NATIONAL POLICE AGENCY
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CREATIVE DIRECTOR :
    SEONGPHIL HWANG
  • ART DIRECTOR :
    TAEYUL KO/SUNTAECK KIM
  • GLOBAL COPYWRITER :
    HYOEUN JEON
  • COPYWRITER :
    SEUNGREE KANG
  • CREATIVE STRATEGIST :
    JUNPYO KIM
  • MEDIA AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • PR AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • FILM PRODUCTION COMPANY :
    JUNPASANG PRODUCTION, SEOUL/WINNING HABIT PRODUCTION, SEOUL
  • DIRECTOR :
    HYUNGSEOK SONG
  • CINEMATOGRAPHER :
    JUNSUNG YOON
  • ASSISTANT CINEMATOGRAPHER :
    SUNGWON JUNG/DONGWOO SEO/KYUNGSOO KIM
  • EXECUTIVE PRODUCER :
    KYOUNGHYUN KIM
  • FILM PRODUCER :
    MINKYOUNG CHOI
  • PRODUCTION ART DIRECTOR :
    KYUNGHWA SHIN
  • PRODUCTION DESIGNER :
    SEUNGHYUN JO
  • POST-PRODUCTION COMPANY :
    SOGEUKJANG, SEOUL
  • EDITOR :
    JUNGDAE MIN
  • COLORIST :
    WONWOO CHOI
  • FLAME ARTIST :
    JINHEE LEE
  • SOUND PRODUCTION COMPANY :
    ON THE TRACK, SEOUL
  • SOUND DESIGNER :
    DAVID KWON
  • MUSIC COMPOSER :
    JAWAN GU
  • PRINT PRODUCTION COMPANY :
    BOUNCE CREATIVE, SEOUL
  • PHOTOGRAPHER :
    CHOONGSUN PARK
  • DESIGNER :
    WANMO KOO/JEAKYUN KIM/SUNGJIN LEE
  • CAMPAIGN SUMMARY :
    In the past 8 years, domestic violence in South Korea has increased by 718%. But only 2% are reported to the police. The reason behind this is that victims are unable to speak because they are in the same space as their abuser. So how can the police help a victim that cannot talk?

    Inspired by Morse code, we created a solution to allow victims in danger to alert the police without saying a word. After dialing 112, they simply tap any number twice, and a link is sent to them. That allows the police to monitor the situation through the caller’s camera, track their location without an LBS request, and secretly chat with them through an app disguised as a Google search page so that the perpetrator won’t notice. And the police can take immediate and precise action.

    'Knock Knock' was introduced to 4,800 police call handlers nationwide and made known to the public through beauty channels, nail and hair salons, and other places frequented by women. Furthermore, ‘Knock Knock’ also became a solution for the disadvantaged. For example, a deaf person in an emergency cannot simply make a phone call to the police, but with ‘Knock Knock’, they are able to protect themselves. Korean deaf actress So Byul Lee became an endorser of the campaign.

    After the campaign was launched, 5,749 links were sent to callers in emergency situations and ‘Knock Knock’ formally became an official emergency call in South Korea.

    - 4,800 Police call handlers : Trained to respond to 'Knock Knock'
    - 5,749 Times : A link was sent to callers in an emergency
    - Official acknowledgement : As a 112 emergency call in Korea
    - 237Million : Media Impressions
  • THE BRIEF :
    In the past 8 years, domestic violence in South Korea has increased by 718%. But only 2% are reported to the police. The reason behind this is that victims are unable to speak because they are in the same space as their abuser. So how can the police help a victim that cannot talk?
  • THE STRATEGY :
    Inspired by Morse code, we created a solution to allow victims in danger to alert the police without saying a word. After dialing 112, they simply tap any number twice, and a link is sent to them. That allows the police to monitor the situation through the caller’s camera, track their location without an LBS request, and secretly chat with them through an app disguised as a Google search page so that the perpetrator won’t notice. And the police can take immediate and precise action.
    *112 is a South Korean emergency number, similar to 911
  • THE EXECUTION :
    'Knock Knock' was introduced to 4,800 police call handlers nationwide and made known to the public through beauty channels, nail and hair salons, and other places frequented by women. Furthermore, it also became a solution for the disadvantaged. For example, a deaf person in an emergency cannot simply make a phone call to the police, but with ‘Knock Knock’, they are able to protect themselves. Korean deaf actress So Byul Lee became an endorser of the campaign.

    After the campaign was launched, 5,749 links were sent to callers in emergency situations and ‘Knock Knock’ formally became an official emergency call in South Korea.
  • THE RESULT :
    - 4,800 Police call handlers : Trained to respond to 'Knock Knock'
    - 5,749 Times : A link was sent to callers in an emergency
    - Official acknowledgement : As a 112 emergency call in Korea
    - 237Million : Media Impressions

    "Press any number twice as if sending a Morse code" / Branding in ASIA
    "Campaign to help those cornered in silence" / The Korea Times
    "An inclusive police emergency call solution" / CAMPAIGNBRIEF ASIA