Samsung - "BACK2LIFE" by PHNX Awards 2020
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| Titre | BACK2LIFE |
| Agence | Cheil China |
| Campagne | BACK2LIFE |
| Annonceur | Samsung |
| Marque | Samsung |
| Date de première diffusion/publication | 2019 / 5 |
| Secteur d'activité | Electronique grand public, audiovisuel |
| Philosophie | For Samsung’s 2019 Corporate Social Responsibility Project, Cheil launched a creative campaign to help young Chinese people acquire CPR skills: BACK2LIFE. In this campaign, Cheil cooperated with Blood River, which is one of China's most famous MOBA(Multiplayer Online Battle Arena) game platform, and hacked in this game to get gamers to learn life-saving CPR. In China, less than 1% know how to perform CPR*. The BACK2LIFE campaign, created jointly by Cheil PengTai and Cheil Worldwide Hong Kong, aimed to solve this problem. Even though it’s a matter of life-and-death, most people only realize the importance of CPR when they’re faced with death. On the other hand, China is the world's largest game market. Therefore, the virtual moment of death in the game can be the best time for young people to get CPR training. When gamers lost their lives in the game, they unexpectedly found out that CPR can revive their role. After several times of virtual deaths in the game, the game player repeatedly receives training for CPR. That means, the more they play, the more CPR training they get. During the two-week hijack in the Samsung Galaxy Store, over 3 million gamers performed CPR training to bring their characters back to life. This fun and easy way to learn CPR skills has effectively promoted the popularity of CPR in China. |
| Type de média | Etude de cas |
| Longueur | |
| Directeur de création | Kimmy Liu |
| Directeur de création | Paul Chan |
| Directeur de création | Wilson Ang |
| Directeur artistique | Kimmy Liu |
| Directeur artistique | Ting Yu |
| Directeur artistique | Qin Tian |
| Directeur artistique | Xue Li |
| Directeur artistique | Yining Yin |
| Concepteur / rédacteur | Paul Chan |
| Concepteur / rédacteur | Wilson Ang |
| Account Director | William An |
| Account Director | Cherry Lan |
| Director/Production co. | BigFish |