Life Pump [image] by Cheil Seoul for Caribbean Bay Water Park

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Life Pump [image]

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Industry Leisure Parks, Public Safety, Health & Hygiene
Media Ambient, Case study
Market South Korea
Agency Cheil Seoul
Chief Creative Officer Jeongkeun Yoo
Creative Director Hyungkyun Oh, Sungphil Hwang
Art Director Hyungkyun Oh, Sungphil Hwang
Copywriter Jia Kim
Production Junpasang Production Seoul
Director Yonghan Moon
Production Yonggamhan Production
Released October 2016

Awards

ADFEST 2017
Media Lotus Best Use Of Ambient: Large Scale Silver

Credits & Description

Company Entering: Cheil Worldwide, Seoul
Brand: Caribbean Bay Water Park
Advertiser: Samsung C&T Corporation Everland Caribbean Bay
Agency: Cheil Worldwide, Seoul
Chief Creative Officer: Jeongkeun Yoo
Head Of Creative Division: Wain Choi
Creative Director: Hyungkyun Oh/Sungphil Hwang
Copywriter: Jia Kim
Art Director: Sungphil Hwang/Hyungkyun Oh
Account Director: Jaehwan Lee
Account Executive: Chan Kim/Hyunjin Shim/Jun Seok Park/Hana Lee
Agency Producer: Sunho Bae
Film Production Company: Junpasang Production, Seoul/Yonggamhan Production, Seoul
Cm Planner: Kyounghyun Kim (Junpasang Production)
Director: Yonghan Moon (Yonggamhan Production)
Assistant Director: Hunpyo Kim (Yonggamhan Production)
Executive Producer: Kyounghyun Kim (Junpasang Production)
Film Producer: Dongjo An (Junpasang Production)
Production Designer: Seunghyun Jo (Junpasang Production)
Post-Production Company: Seoul Vision, Seoul
Editor: Daehyeon Cho
Colorist: Soyeon Kim/Sujeong Park/Changbin Yoo
Flame Artist: Naedo Lee/Yejin Lee
Post Producer: Hanbi Choi/Jin Lee
Special Effects Company: Ex Creative, Seoul
Product Designer: Changhwa Yeo/Myoungjun Joo
Sound Production Company: Kiss Fm, Seoul
Sound Designer: Sungrae Hong
Sound Studio Producer: Inu Hwang (Audio Village)
Other Sound Production Credits: Taeho Park
The Brief:
It Is Very Difficult For Victims Of Sudden Cardiac Arrest To Survive In Korea. The Chances Of Receiving Cpr From A Bystander Are A Mere 3%. 1) And Thus, The Survival Rate Of Sudden Cardiac Arrest Victims Is Only 4%. 2) According To The Survey, 82% Of People Know What Cpr Is, But Only 7% Are Able To Perform It. 3) People Learn Cpr At Schools Or Organizations Through Tutorials And Books, But Not Through Hands-On Experience. How Can We Get People To Learn Cpr?
The Strategy:
With The Life Pump Campaign, Pumping Up Swimming Tubes Turns Into Cpr Training Through Hands-On Experience With A Simulated Body. By Connecting An Air Pump To The Inside Of A Cpr Manikin, We Created A New And Easy Way That Allows Anyone Inflating Their Swimming Tubes To Learn Cpr. The Life Pump Is Designed In Such A Way That If Cpr Is Correctly Performed On The Manikin, At The Right Position And Pace, 4) Then The Tube Will Be Fully Inflated Within 1 Minute. 5) 4) 4~5cm Deep / 100~120 Pumps Per Minute, Hands-Only Cpr Guide In 2015, American Heart Association 5) For Standard Swimming Tubes With A Diameter Of 90cm
The Execution:
We Installed 10 Life Pumps At Caribbean Bay Water Park, So That People Can Learn How To Perform Cpr Before Going In The Water, And Before Sudden Cardiac Arrests Happen. Through The Campaign, Which Started On August 3, 2016, And Is Still Ongoing, People Are Learning Cpr Via Hands-On Experience By Filling Up Their Swimming Tubes. Both Experts From The Emergency Medical Association And Lifeguards From Caribbean Bay Are On Site To Help People Learn To Perform Cpr Correctly. Furthermore, The Life Pump Campaign Is In The Process Of Expanding To Other Locations In Collaboration With The Emergency Medical Association.
The Result:
Within Only 3 Weeks, 5,851 Swimming Tubes Were Filled, Getting 5,851 People To Learn How To Perform Cpr. According To A Visitor Survey Conducted At Caribbean Bay After The Campaign, The Cpr Training Effectiveness Of The Life Pump Reached 95.5%, And The Safety Perception Of Caribbean Bay Measured 90.6%. After The Life Pump Campaign Was Launched, It Received Rave Reviews Across The Media. “A Clever Idea To Get People To Learn Cpr.” - Asia Today “Practical Prevention: Learning Cpr Before Going In The Water” - News1 “A Revolutionary Cpr Training Through Hands-On Experience.” - Newsis