Cheil Worldwide Wins Big at New York Festival Awards

The global agency network, Cheil Worldwide, has scooped a total of seven awards at the 2024 New York Festival Awards for campaigns including 'The Sound of Violence', 'Victor Jara - Somos 5.000' and Super Bowl spot 'The Wait Is Over'.

For the powerful 'The Sound of Violence' campaign for client Save the Children, Cheil Hong Kong picked up one Gold in the Audio/Radio Craft: Music/Sound Design category, and one Bronze for Film Craft: Sound Design/Use of Sound. 

The campaign surprised cinema goers across Hong Kong with a hard-hitting immersive audio experience replacing the usual Dolby Atmos 7.1 surround sound demo, reminding them that the sound of violence against children is all around them. 'The Sound of Violence' sparked a nationwide conversation and highlighted the need for people to report domestic abuse against children. 

Cheil WW Seoul also brought home two awards. For Samsung Electronics’ 'Try Galaxy Fold Experience', the agency won Gold in the Digital/Mobile Craft: Interface & Navigation (UX/UI) category. 

The campaign uses WebRTC to connect any two iPhones, putting the immersive Galaxy Fold experience directly in the hands of iPhone users. 

For the 'Victor Jara - Somos 5.000' campaign with AllAccess.CL Magazine, Cheil WW Chile scooped Silver for Audio/Radio Craft: Music/Sound Design. 

Combining AI with live musicians, the agency created the voice and music for the last song that musician Victor Jara ever wrote. Jara, who wrote his final song while he was imprisoned during the 1973 Coup d’etat in Santiago, died before he was able to perform it, but by analysing 130 hours of recorded interviews and music, Cheil WW Chile was able to make his voice heard once again. 

Popeyes’ Super Bowl commercial 'The Wait Is Over', created by McKinney and starring comedian Ken Jeong was also recognised. It won two Bronze awards for Film Craft: Acting and Film Craft: Script/Copywriting. 

The film celebrates Popeye’s being 52 years late to launch chicken wings by featuring Ken being unfrozen from a cryogenic state in order to be told about Popeyes’ new chicken wings. The spot then follows Ken as he tries to navigate life and get used to modern inventions after being frozen for 52 years.

Cheil WW Seoul also won a Bronze for Creativity in Commerce: Best Use: Promotional items for Samsung Electronics’ 'All You Need Is A Rug' campaign.

The agency created limited-edition rugs specially designed to be the same size as Samsung Electronics’ home appliances, making it easier for people to check whether the products would fit into their homes before buying them. 

Malcolm Poynton, global chief creative officer for Cheil Worldwide, said, “It’s exciting to see the creativity of so many Cheil WW offices acknowledged at the NY Festival across so many disciplines. Our creative philosophy of Ideas That Move underpins all our creative work from AI and innovation to audio, film, activations and experiential all engage people in a very human way to better build our clients’ business. 

“Thanks to the jurors and the NY Festival for acknowledging such hard-hitting campaigns as ‘The Sound of Violence’ and ‘Victor Jara - Somos 5.000’, as well as the comedic genius of ‘The Wait Is Over’, the lateral solution of ‘All you need is A Rug’ and the ground-breaking innovative of ‘Try Galaxy Fold Experience’.