Cheil Wins Top Accolade Amongst Raft of Trophies at 2023 Clio Entertainment Awards

Cheil won the Clio Grand in the Games category and five further awards at last week’s Clio Entertainment Awards which are designed to recognise the year’s best marketing across film, TV, gaming and home and live entertainment.

In addition to the Grand Award for Innovation, Cheil’s work for Samsung, ‘Quest for Dyslexia’, won two Golds for digital/mobile and public relations and Silver in the digital/mobile/social media craft and experiential/event activation categories.

Last Thursday's high-profile ceremony in Hollywood recognised creative excellence in entertainment marketing, with Malcolm Poynton, global chief creative officer at Cheil Worldwide, commenting, “Scooping five awards at the prestigious 2023 Clio Entertainment Awards is such an honour. We are so proud of this work for Samsung, which forms part of its wider social responsibility efforts, and delighted to see it receiving the recognition it deserves in the gaming space.”

By hacking China’s biggest game of the year, ‘Quest for Dyslexia’ set about to raise awareness of Dyslexia in the country. The multi-award-winning work was entered by Cheil PengTai Beijing & Hong Kong, which forms part of the Cheil Worldwide agency network. 

With many parents in China too embarrassed to take their children to a test centre, Samsung brought the test to them. Given that Dyslexic people have difficulty recognising the shapes of Chinese characters, over 100 of the commonly mistaken words were featured in gaming quests within Young Warrior – China’s equivalent to World of Warcraft.

In this way, the hacked game acted as an early detection tool, with machine learning being used to track players’ actions and notify the parents of gamers who consistently misread quests. As a result, over one million tests were conducted in the first month, and nearly 25k potential cases of dyslexia were identified.

Paul Chan, chief creative officer Cheil Hong Kong, says, “Dyslexia affects over 15 million in China, but fewer than 5% are diagnosed. As a result, many kids do not get the help they need at a key time in their development. Working with one of the country’s biggest developers, this game was designed to help turn this sad situation around – simply by letting kids play a game they already enjoy.”