Cheil Worldwide announced on the 1st that it received 53 awards, including the Grand Prix, at the '2025 Busan International Marketing Advertising Festival (MAD STARS 2025)' and was selected as 'Network of the Year.'
'Network of the Year' is an award given to the network that receives the highest score based on the performance of each advertising marketing network (including overseas subsidiaries, excluding affiliates) participating in this advertising festival. Cheil Worldwide has earned the distinction of being selected as 'Network of the Year,' beating out renowned global advertising firms.
Cheil Worldwide swept a total of 53 awards, including 1 Grand Prix, 4 Golds, 7 Silvers, and 12 Bronzes, with various campaigns launched in Korea, Spain, and China, setting a new record for the most awards at the Busan International Advertising Festival (previously 45 in 2019).
This year, a major winning entry is the 'Impulse' campaign, which won the Grand Prix in the design institutional sector, along with 2 Golds and 2 Silvers. This campaign, conducted by the Spanish subsidiary and Samsung Electronics, is a project aimed at supporting smooth communication for individuals with speech disorders, including stuttering, by developing an AI-based application. It assists users in regulating their voice rhythm and alleviating stuttering by providing vibrations tailored to their speech habits.
The 'Safe Sketch' campaign, conducted in partnership with the Hong Kong subsidiary and Save the Children, won 1 Gold and 5 Bronzes. This campaign developed an application that analyzes data to determine instances of child abuse by allowing children to take pictures of their drawings and upload them, distributing it for free.
The 'Art of Hack' campaign, conducted by the Spanish subsidiary and Samsung Electronics, won 1 Gold and 1 Silver. This campaign utilized Spain's tax system, taking advantage of the capability of Samsung Electronics' lifestyle TV 'The Frame' to display artworks in standby mode, selling TVs as art pieces to benefit from lower tax rates.
Additionally, the campaign 'Whopper Tattoo,' conducted with Burger King, the 'Victory Selfie' campaign presented by Samsung Electronics at the 2024 Paris Olympics, and the 'Mind Guardian' campaign in collaboration with the Spanish subsidiary and Samsung Electronics also received awards.
A representative from Cheil Worldwide noted, "We will contribute to our clients' business growth through strong creativity based on deep insights into consumers around the world."
Meanwhile, at the advertising festival held from the 27th to the 29th of last month, Cheil Worldwide shared various insights with industry stakeholders at home and abroad through keynote speeches by CEO Kim Jong-hyun on 'The Ambidextrous Agency: The Harmony of AI and Human Creativity' and a lecture on the 'AI Home Appliance Troika Campaign' conducted with Samsung Electronics and model Kim Yuna.