Korea Broadcasting Advertising Corporation (KOBACO) DM SILVER TALK by Cheil Seoul

SILVER TALK

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Industry Public awareness
Media Direct marketing
Market South Korea
Agency Cheil Seoul
Director Donghoon Kim
Executive Creative Director Thomas Hongtack Kim
Creative Director Thomas Hongtack Kim
Art Director Youbin Bang, Eomji Lee, Jihyun Song, Kyejo Lee
Copywriter Sunkyoung Chang, Juhyeong Han
Producer Yuseok Lee
Editor Inchul Choi
Released February 2013

Credits & Description

Advertiser: KOREA BROADCAST ADVERTISING CORPORATION(KOBACO)
Agency: CHEIL WORLDWIDE
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: SILVER TALK
Art Director: Eomji Lee (Cheil Worldwide)
Art Director: Jihyun Song (Cheil Worldwide)
Copywriter: Juhyeong Han (Cheil Worldwide)
Art Director: Youbin Bang (Cheil Worldwide)
Copywriter: Sunkyoung Chang (Cheil Worldwide)
Producer: Yuseok Lee
Trend Specialist: Eunyoung Koh (Cheil Worldwide)
Editor: Inchul Choi
Chief Creative Officer: Jeongkeun Yoo (Cheil Worldwide)
Art Director: Kyejo Lee (Cheil Worldwide)
Director: Donghoon Kim
Sound Design/Arrangement: Hochul Ju (Audiolab)
Creative Director: Thomas Hongtack Kim (Cheil Worldwide)
Executive Creative Director: Thomas Hongtack Kim (Cheil Worldwide)

Outcome
-The Silver Talk art show was hosted for 17 days with 50,000 visitors and more than a million visited the website and gained new perspectives on the ‘silver generation’. Newspapers and TV programs subsequently dealt and raised the issue of the silver generation as storytellers. The campaign was extended to 4 months which initially planned for 2 months due to the active responses. On the Silver Talk Campaign website, the recommendation of the storytellers and the young volunteers are still posting their will to participate on the coming up events.The ‘invisible men’ are redefined as great storytellers.

Execution
The silver generation shares wisdom through a talk show and the young generation shares talents through creative works.We invited ordinary elderly as storytellers. Born in the colonial era, they survived the Korean War and accomplished a dramatic growth of Korean economy. They are the one who realized the modernization of Korea. We shared their life stories via TV, Radio, Print and Online. And we hosted a talk show by the elderly that inspires the young. Then held an exhibition of young artists, inspired by the stories of the silver generation

Client Brief Or Objective
Among OECD member countries, Korea ranked number 1 in the elderly committing suicide as a result of being the neglected social group. More and more the young people no longer communicate with the elderly.Can the silver generation* ever find a way to communicate with the young generation?(*silver generation : A term commonly used in Korea which refers to the elderly, a metaphor for grey hair)The silver generation possesses many stories of wisdom and experiences of life that the young generation is yet to have. Let the elderly’s words be heard they are great story tellers.

Implementation
‘The elderly are great storytellers’ - Silver Talk Campaign(1. Sharing Stories) - Invited ordinary elderly as storytellers and have showcased their stories through TV, radio, print and online media to attract people’s attention. (2. Talk Show)- Hosted a talk show where the silver generation stepped up to be the storytellers and the young audiences were inspired by their stories. (3. Art Show)- The depth and wisdom of stories of the silver generation were subtly expressed through various forms of art works by young artists and were exhibited in the main street of youngsters.