Samsung Life Insurance Ambient, Case study BRIDGE OF LIFE by Cheil Seoul


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Industry Insurance
Media Ambient, Case study
Market South Korea
Agency Cheil Seoul
Executive Creative Director Thomas Hongtack Kim
Creative Director Joohoon Lee
Art Director Jinwoo Ryu, Jaeyeon Kim, Minjoo Kim, Chaehoon Lee, Jiyeon Choi, Hyungkyun Oh
Copywriter Yukyung Joo, Yongkyu Choi, Jieun Park, Youngjun Kim
Released May 2013


Cannes Lions 2013
Titanium and Integrated Lions Titanium and Integrated Titanium Lion
Promo and Activation Lions Product & Service; Public Health & Safety, Public Awareness Messages Gold
Promo and Activation Lions Use of Promo & Activation; Best Use of Ambient in a Promotional Campaign Gold
Outdoor Lions Ambient; Special Build Silver
PR Lions Sectors & Services; Financial Services, incl. Investor Relations and Corporate Finance Silver
Direct Lions Best Use of Direct Marketing; Ambient Media: large scale Bronze
Media Lions Product & Service; Charities, Public Health & Safety, Public Awareness Messages Bronze
Branded content & entertaiment lions Public Spaces Bronze
PR Lions Sectors & Services; Corporate Responsibility Bronze

Credits & Description

Type of entry: Best Use of Direct Marketing
Category: Ambient Media: large scale
Chief Creative Officer: Jeongkeun Yoo (Cheil Worldwide)
Executive Creative Director: Thomas Hongtack Kim (Cheil Worldwide)
Creative Director: Joohoon Lee (Cheil Worldwide)
Art Director: Hyungkyun Oh (Cheil Worldwide)
Art Director: Jaeyeon Kim (Cheil Worldwide)
Art Director: Minjoo Kim (Cheil Worldwide)
Art Director: Jiyeon Choi (Cheil Worldwide)
Art Director: Jinwoo Ryu (Cheil Worldwide)
Art Director: Chaehoon Lee (Cheil Worldwide)
Copywriter: Youngjun Kim (Cheil Worldwide)
Copywriter: Yukyung Joo (Cheil Worldwide)
Copywriter: Yongkyu Choi (Cheil Worldwide)
Copywriter: Jieun Park (Cheil Worldwide)
Account Director: Jungho Park (Cheil Worldwide)
Account Executive: Kyungtae Kim (Cheil Worldwide)
Account Executive: Inyoung Lee (Cheil Worldwide)
Technical Director: Chang-Hwa Yeo (EX Creative)
Technical Designer: Taejin Kang (EX Creative)
Technical Designer: Myeongjoon Joo (EX Creative)
Describe the brief from the client
South Korea has recorded the highest suicide rate in the OECD for the eighth year running. (OECD Health Data 2012)
Over 15,000 commit suicide in just one year, which is an average of 43.5 deaths per day. (2011 National Statistics Office)
Suicides are especially frequent near the bridges over the Han River in Seoul. And among the 23 bridges, the ‘Mapo Bridge’ has the highest number of suicides. (Out of the 1090 suicides committed on a Han River bridge, 17.2% - or 188 suicides - happened on the Mapo Bridge)
Creative Execution
The brand slogan of Samsung Life Insurance, the #1 insurance company in Korea, is ‘People, Love’. Could there be any greater love than saving a person’s life?
Creative Solution to the Brief/Objective.
First, we installed sensors on the guardrails, so that when people walked by, lights turned on according to their movements. On the lighted rails appeared short messages, making it seem as if the bridge was speaking to the passers-by. The 20 or so messages that were shown were not warnings or teachings, but rather kind words, comforting song lyrics, funny jokes, and other phrases that would speak to the anxious and confused minds of those attempting to end their lives. Our intention was to have the pedestrians keep reading the messages that were shown throughout the 2.2km of the Mapo Bridge through the ‘Bridge of Life’ installation, and eventually walk all the way to the other end without realizing it.
Since the opening of the Bridge of Life on Sep 26th, 2012, until today (Dec 20th, 2012), the suicide rate has dropped by 85%.
The Bridge of Life has received widespread national coverage on TV and in newspapers with 177 reports, as well as global coverage in 8 different media (Reuters, Voice of America, China TV The Tokyo Times, etc.). About 11,000 posts about the Mapo Bridge have been shared on social networks, of which 92% are positive, and the brand image of Samsung Life Insurance has improved by 110%.