Bronze
Poster
Corporate Purpose & Social Responsibility
| Entrant: | Cheil Worldwide, Seoul |
| Brand: | K-Drama Strong Girl Nam-soon |
| Title: | "Drug Test Poster" |
| Corporate Name of Client: | JTBC |
| Media Company: | Cheil Worldwide, Seoul |
| PR Company: | Cheil Worldwide, Seoul |
| Agency: | Cheil Worldwide, Seoul |
| Creative Director: | Hyekyung Jeong |
| Copywriter: | Hyekyung Jeong |
| Art Director: | Kangmin Kim |
| Agency Account Executive: | Jangmoo Lee |
| Agency Media Planning Directors: | Kwangdug Lee/Jihee Kim |
| Agency Media Planners: | Jongwon Byun/Yujin Jung |
| Production Company: | Paulus, Seoul |
| Production Companies Managing Directors: | Kyungsin Kim/Saffaan Qadir |
| Director: | Hyuk Lim |
| Producers: | Songhee Beak/Minkyu Park/Seungche Jeong |
| Director of Photography: | Sungjun Bang |
| Gaffer: | Dongmin Kim |
| Post-Production Company Graphic Designer: | Gildoo Jang |
| Medical Diagnosis Company: | Philmedi, Seoul |
| Pharmaceutical Company Junior Researcher: | Henry Min |
Description:
South Korea is no longer a drug-free country. In particular, the crime of secretly adding GHB, a colorless, tasteless, and odorless drug to alcohol or beverages in order to sexually assault women, has emerged as a major social problem.
Over the past three years, more than 8,000 cases of sexual assault using spiked beverages have been reported. Meanwhile, JTBC was about to launch a new K-Drama. "Strong Girl Nam-soon" brought the story of taking down a drug cartel to life.
In line with the storyline, we created the drama promotional poster into a drug test strip. 1 drop of a suspicious drink and the strip will detect narcotics within 1 minute. And “Drug Test Poster” placed in places where young women, who are the main targets of sexual assault due to spiking drinks, frequent. After the campaign, the city’s drug crime rates have dropped by 57.4%. The K-Drama poster that fights against sexual assault.