Cheil Worldwide Wins Grande for Humanity at ADFEST 2023

Cheil Worldwide won a total of 11 awards including the Grande for Humanity, three Golds, three Silvers, and four Bronzes at the ADFEST 2023 Lotus Awards. Moreover, Cheil Worldwide Seoul won the Digital Agency of the Year as ADFEST announced the winners on March 25th at the awards ceremony held in Pattaya, Thailand. 

Cheil Worldwide Seoul won the Digital Agency of the Year, becoming the first South Korean agency to win the accolade. The award is given to the agency that earned the highest score calculated from the finalists and winners in the digital-related categories. 

Seven trophies including the prestigious Grande for Humanity went to 'Knock Knock' by Cheil Worldwide Seoul. Grande for Humanity is an award that recognizes this year’s best work for non-profit organisations, foundations, charities, or NGOs. The campaign enabled people in an emergency situation but those who cannot speak to request police assistance by dialing 112 and simply pressing any number twice. The campaign also won two Golds, one each from Mobile and Media, PR Silver, and two Bronzes. 

Ali Rez, Grand Jury President of ADFEST 2023, said: “The Grande for Humanity demonstrates the power of creativity to move the human race forward. It proves that a simple thought, coupled with effective execution, can be incredibly successful in moving the needle on a much-needed objective. There was wonderful, big thinking in this category, some entries with very insightful cultural approaches. The Grande winner is one that the jury felt completed that arc beautifully, from insight, to concept, to execution, to an actual large impact.” 

Another Gold in Mobile went to 'Quest for Dyslexia' by Cheil PengTai Beijing and Cheil Worldwide Hong Kong. The campaign redesigned gaming quests of a popular game in order to help detect signs of dyslexia among children. By using over 100 of commonly-mistaken Chinese characters to track the players' actions, the game helped identify gamers who consistently misread the quests as potentially having dyslexia, and sent notifications to the parents to seek further diagnosis. The campaign also won two Silvers and a Bronze.