In the ‘2024 Korea Advertising Awards,’ Cheil Worldwide announced on December 2 that it won a total of 15 awards, including 3 Grand Prizes, 6 Gold Prizes, 3 Silver Prizes, and 3 Bronze Prizes, led by the Korea Advertising Federation.
The campaign for JTBC drama “Strong Girl Namsoon,” which involved specially crafted posters distributed to cinemas and hospitals, took home the Grand Prize in the ‘Branded Content & Entertainment’ category among others. The campaign featured a sticker that could be peeled off the drama’s promotional posters and used for drug testing, allowing the detection of suspicious substances.
Samsung Electronics’ ‘Go Ultra Challenge’ campaign won the Grand Prize in the ‘Social Communication’ category, highlighting the Galaxy Watch Ultra’s suitability for outdoor environments by showcasing influencers taking on extreme challenges with the product.
Kooksoondang’s Baekseju ‘Ode to Adult’ campaign secured the Grand Prize in the ‘Online Video’ category. This campaign employed the character Ko Gil-dong from “Dooly the Little Dinosaur” and singer Choi Jung-hoon of Jannabi to convey comforting messages to young adults, aligning with Baekseju’s brand image using a blend of music and animation.
Additional notable Gold Prize winners included GS25’s ‘Lifeguard Snack’ campaign, which repurposed snack packaging as water safety gear, and Kundal’s ‘Pink Glove’ campaign, which incorporated breast cancer self-check instructions into traditional Korean bath towels. Dongwon F&B’s ‘Dongwon Mat Cham Song’ campaign also won for using catchy jingles that familiarized consumers with their brand.
Silver Prizes were awarded to campaigns such as SK Enmove’s ‘Gets Heated?’, Burger King’s ‘Whopper Tattoo,’ and KT’s ‘Sound Finding – Dream Classroom.’
The Korea Advertising Awards is considered the most prestigious advertising award in the country, with around 1,200 entries competing across 14 general categories this year. The awards ceremony will be held on December 3 at The Plaza Hotel in Jung-gu, Seoul.