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Ad Stars 2017

Тип награды: Advertising Awards

AD STARS is a single source international advertising festival representing the Republic of Korea.
AD STARS has been contributing to ‘Creative Economy’ with its role as a platform sharing varied creative solutions for advertisement as well as digital images.
As a festival not just for those in the ad industry but also for everyone, AD STARS operates diverse programs for the public including separate exhibitions for citizens, Young Stars AD Competition for college students in the world, Creative Camp, Creative School, and many others by taking initiative in “Creative Korea".

As an event to promote public interest, AD STARS further places emphasis on public campaigns and aims at a leap towards human development. Marking the 10th anniversary, AD STARS will extend its territory in seminars, exhibition and programs not only from exiting advertising creatives but to digital-technology-based digital marketing field with the theme of ‘Creativity + - x ÷ Technology.’ We will be here waiting for you at AD STARS 2017.


The Greatest Recruit

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Отрасль Общественные сообщения (социальная реклама)
Медиа Диджитал, Кейсы
Рынок США
Агенство Part Time Lab New York
Creative Director Tomic Lee
Art Director Junggle Kim, Myeongseok Cheon
Copywriter Andrew Kimmell, Jared Powell, James Breakwell
Выпущено марта 2017


Golden Awards of Montreux 2017
Creative Use Of Media Best Use Of Social Media Gold Medal

Кредитсы и описание

Category: Public Interest, NGO
Media: Digital
Brand: Link
Agency: Part Time Lab
Geo: United States
Advertising Agency: Part Time Lab, New York, USA
Creative Director: Tomic Lee
Art Directors: Myeongseok Cheon, Junggle Kim
Copywriters: Jared Powell, James Breakwell, Andrew Kim
Cinematographers: Pierre Pater, Pedro Torres, Diego Pernia, David Torres
Published: March 2017
Description: Against a backdrop of nuclear programs, forced labor camps, and an infamous, brutal dictator, thousands of North Koreans make their escape. Their stories go largely untold – a cause that people across the globe could actually affect. So, we needed a new way to break through all of the noise coming out of North Korea – a way that flips the script and gets people talking about the North Korean refugee crisis.
So, we enlisted the help of the glorious leader himself, Kim Jong-Un. Kim Jong-Un took to major job search sites and announced unlimited job openings in North Korea – job openings that anyone in the world could apply for.
In case anyone doubted Kim, we populated his LinkedIn profile to include achievements like his sanctioned nuclear plants and child labor programs and also a commercial for his recruitment campaign. For his cabinet, Kim got on Twitter and hand-selected his picks – picks like Leonardo DiCaprio as the Minister of Environment. But, in the end, every applicant was actually redirected to a landing page for Liberty in North Korea, a non-profit aimed at helping North Korean refugees.
LinkedIn shut down the campaign after seven days. But, in those seven days, donations to LiNK were up 427% with new visitors contributing 42% of the total. Over 50 news outlets picked up the story further expanding our reach. Best of all, we did it with virtually no spent media.