Cheil Worldwide wins grand prize at AdFest

Cheil Worldwide said on Monday that it acquired the grand prize, and 12 main prizes including golf prizes at the Asia-Pacific Advertising Festival (AP AdFest). AdFest is one of the two most prestigious events in the Asia Pacific region along with the Spikes Asia.

Cheil Worldwide clinched the grand prize with the "Olle TV health alert service" campaign, which it conducted with KT. It is the first time that a Korean advertising agency received the grand prize at AdFest. Cheil Worldwide staged the campaign based on the idea that many single senior citizens spend much of their leisure time watching TV. The service is designed to sense operations of Olle TV set-top boxes and convey TV watching trends of single senior citizens to a pre-designated guardian.

Cheil Worldwide also received a total of 12 main prizes including Innova (Innovation), gold prizes (2), silver prizes (6), and bronze prizes (2). “Olle TV health alert service is a good example in which the creators amplified social impact by cleverly integrating creativity with technology,” said Chris Choo, chair of AdFest’s review panel.

김성모 기자mo@donga.com