At the 5th Effie Awards Korea (“Effie Korea”) held on June 14 at The Plaza in Seoul, ‘Stop Downloadkill’ by the Busan Metropolitan Police Agency and Cheil Worldwide won the highest honor of Grand Effie, in the ‘public interest, non-profit’ category.
 
During the main round of judging held at the headquarters of Cheil Worldwide on June 25, ‘Stop Downloadkill’, a campaign established to crack down on hidden camera-related sex crimes that are on the rise in Korea, is said to have won by a large margin. The campaign was created under the assumption that the distribution of film from hidden cameras forms its own market, and that both the demand and supply need to be tackled. The campaign features a fake hidden camera film created against various backdrops including subways, motels, public toilets and changing rooms, where the female character suddenly turns into a monster, triggering horror in the viewers. Over the two months during which the campaign was in place on the online voyeur video black market, the distribution of illegal hidden camera shots dropped by 21% and the campaign video itself reached over five million citizens through major nationwide channels. This culminated in a bill in November 2017 that outlawed hidden cameras.    
 
Effie Awards Korea, which recognizes marketing communications effectiveness, marks its 5th anniversary this year. Launched in the U.S. in 1968, Effie runs programs in over 45 countries, including 20+ European countries. Unlike other marketing awards that focus on the creative aspect, Effie Awards value results - the setting of challenging goals and execution of efficient ideas.
 
CEO of BC Card and head of the review committee Munhwan Lee commented, “We reviewed all works that were submitted, including those in the field of new media, digital and design. Reviews were focused on a combination of factors, such as creative strategy and execution, as well as the success of the campaign itself.”
 
‘Happy Bus Day’ by Incheon Metropolitan City & Overman, and ‘Condensing is the answer’ by Kyungdong Navien & HSAd, won the Gold and Silver in two categories, respectively.
 
‘Chimmelier Test’ by Woowa Brothers & Baedalminjok and ‘The Next Big Thing’ by New Balance & visual-factory were awarded Silver, while the Bronze were given to ‘Water Lens Campaign’ by Alcon Dailies Total 1 & Phoenix Communications, ‘Uncomfort Women Project’ by The Korean Council for the Women Drafted for Military Sexual Slavery by Japan & HSAd, ‘Emart Molly's Pet Shop Hood House’ by Emart Molly’s Pet Shop & Cheil Worldwide, ‘Natural Plus Sunstick Campaign’ by AHC & TBWA KOREA, and ‘Shackleton’s Return’ by Hyundai Motor Company & Innocean Worldwide. ‘A ticket to Spain’ by Korean Air & HSAd, in particular, was given the Bronze in two categories.
 
Head of the Executive Committee Eunkyoung Han (Professor of Media and Broadcasting at Sungkyunkwan University) commented that “the works submitted were of world-class level, bringing great insight into what makes a campaign successful. I hope these outstanding works are registered with the Effie Index to promote Korea’s status in the global creativity market.” 
 
A full list of the winners and finalists of the 2018 Effie Awards Korea can be found below and on the Effie Korea website.
 
Inquiries: Effie Korea Secretariat (070-7727-1327, info@effie.kr)
 
Winners & Finalists:
 
GRAND EFFIE
 
Public Interest – Nonprofit
Stop Downloadkill    
Busan Metropolitan Police Agency   
Cheil Worldwide
 
GOLD
 
Small Budget 
HAPPY BUS DAY         
INCHEON METROPOLITAN CITY        
OVERMAN
 
Furniture / Interior    
Condensing is the answer     
Kyungdong Navien     
HSAd
 
SILVER
 
Brand Experience         
Chimmelier Test        
Woowa brothers
Baedalminjok 
 
Local Campaign         
HAPPY BUS DAY         
INCHEON METROPOLITAN CITY        
OVERMAN
 
Brand Revitalization    
THE NEXT BIG THING 
NEW BALANCE           
visual-factory
 
Brand Revitalization  
Condensing is the answer     
Kyungdong Navien     
HSAd
 
BRONZE
 
Pharmaceuticals / Healthcare
Water Lens Campaign
Alcon Dailies Total 1  
Phoenix Communications
 
Media Innovation         
A ticket to Spain        
Korean Air      
HSAd
 
GoodWorks-Non-Profit          
UNCOMFORT WOMEN PROJECT       
The Korean Council for the Women Drafted for Military Sexual Slavery by Japan  
HSAd
 
Public Interest - Nonprofit       
Emart Molly's Pet Shop Hood House  
Emart Molly's Pet Shop         
Cheil Worldwide
 
Brand Experience         
A ticket to Spain        
Korean Air      
HSAd
 
Cosmetics and daily consumer goods  
Natural Plus Sunstick Campaign          
AHC    
TBWA KOREA
 
Digitally Led Ideas      
Shackleton's Return   
Hyundai Motor Company      
Innocean Worldwide
 
FINALISTS
 
Media Innovation       
Stop Downloadkill    
Busan Metropolitan Police Agency   
Cheil Worldwide
 
Food   
Enjoy Your Pizza with OTTOGI           
OTTOGI PIZZA
ADRICH Communication Inc
 
Distribution and e-distribution          
G-market       
Ebay Korea G market 
Cheil Worldwide
 
Furniture / Interior    
Allerman Branding Campaign
Allerman        
HSAd
 
Media Innovation       
HAPPY BUS DAY         
INCHEON METROPOLITAN CITY        
OVERMAN
 
David & Goliath
Allerman Branding Campaign
Allerman        
HSAd
 
Media Partnership Activation
Dear My Glass Tinting Lips-Talk Campaign   
Etude House  
BBDO KOREA
 
Finance, Insurance & Securities        
KakaoTalk Free Money Transfer Campaign  
Kakaopay        
TBWA KOREA
 
Finance, Insurance & Securities        
Winter Season Marketing      
BC Card          
Hancomm
 
Automotive, auto parts, accessories and oils
The Meticulous Grandpa       
Chevrolet Spark         
Cheil Worldwide
 
Brand Experience       
Shackleton's Return   
Hyundai Motor Company      
Innocean Worldwide
 
Seasonal Marketing   
The Happiest Country for Arbeiter, Albachunkuk      
Albachunkuk   
HSAd
 
Seasonal Marketing   
Condensing is the answer     
Kyungdong Navien     
HSAd
 
Computer/info-communications       
LG Gram changes the rule for ultra light laptops from weight to time          
LG All Day GRAM       
Directors company
 
Small Budget 
Aveeno Baby #Oatmeal-Bath-Treatment Campaign   
Aveeno Baby  
Universal McCann Korea
 
Small Budget 
Happier days ahead   
Lotte Mart      
Daehong Communications
 
Brand Revitalization  
VALUE UP GONGCHA
GONGCHA     
OVERMAN
 
Sustained Success      
Half of a pair  
Mizuno Sports
OVERMAN
 
Digitally Led Ideas      
2017 YouTube Red campaign
YouTube Red 
TBWA KOREA