Cheil Creates 'Super Daddy' to Find Missing Kids

The number of missing children in Korea is increasing every year. The desolate parents search all over the nation for many years, but there is only so much one person can do. With other family members to support, desperate parents face the horrifying choice of giving up their jobs or giving up the search.

 

So Cheil and Samsung Fire & Marine created ‘The Super Daddy’. Easy to travel with, never falls, and always keeps in touch.

In just one month, the super daddy moved a total of 4,000km, and approximately 1.3 million citizens became aware of the father’s message. And The Super Daddy is now chosen as one of key searching tools for Child Fund Korea, and Samsung Fire & Marine Insurance successfully established itself as a prominent personal insurance brand.

To expand its presence in personal insurance field, Samsung Fire & Marine Insurance has launched child insurance program as well as carrying out 'Good Daddy' campaign. As its spin-off, and in commemoration of Missing Children’s Day, they planned something special to help desperate parents.

Super Daddy first appeared on May 27th 2013 – The Annual Missing Children’s Day- with famous Korean celebrities starting off the journey. In Seoul and Busan, an average of 150 citizens travelled with Super Daddies. The average distance a participant walked was 80m.

 

One passionate citizen even travelled as far as 53.7km. GPS, sponsored by SK Telecom (Korea’s largest telecomms company), was equipped inside the figures so that people could track and root for Super Daddies via website and mobile phones.

The fifteen life-sized figures moved a total of 4,000km in just one month. This is equivalent to four years of a father spending eight hours a day, handing out flyers. Youtube views reached over 1.3 million, and the number of online contents voluntarily created was around 12,000 and shared 650,000 times. Countless number of celebrities volunteered to take part in Korea Missing Children’s Day with even more stars Tweeting the campaign. The Super Daddy is now chosen as one of key searching tools for Child Fund Korea, and Samsung Fire & Marine Insurance successfully established itself as a prominent personal insurance brand.

 

Creative Credit       
- Chief Creative Officer / Jeongkeun Yoo 
  - Creative Director / Youshin Lee
  - Art Director / Kakyoun Park
  - Junior Art Director / Minjung Kim
- Junior Art Director / Sungphil Hwang
- Junior Art Director / Keetae Ryu
- Copywriter / Kayoung Seo 
- Account Director / Sugyoung Kang
- Sr. Account Director / Charles Kang
- Account Manager / Jooil Park
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  - Production Company : Walking on the Blue
  - Producer : Yongpill Park
  - Director : Junghan Kwon
  - Editor : Heesoo Kim
  - Editing Company : Gust n Gale 
  - Music (Artist/Title) : Stone Sound
  - Sound Design/Arrangement : Sunglae Hong
  - Post Production : Gust n Gale
  - Other Credits : 

    Media Agency : Cheil Worldwide