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(From left) Lee Yoon-ji, Lee Kyung-min, An Da-hae and Yoon Ah-young

 

Dongseo University Advertising & PR students won the Gold Prize at the 39th Cheil Idea Festival. The awards ceremony was held at the Cheil Worldwide headquarters in Seoul on June 6. The winners of the top prize were An Da-hae, Yoon Ah-young, Lee Yoon-ji and Lee Kyung-min.

The Cheil Worldwide Idea Festival was created in 1978 and is considered Korea’s most prestigious university student contest in the field of advertising, marketing and public relations. At this year’s competition, the challenges focused on three separate brands for promotion campaign ideas. The first challenge was for campaigns focused on encouraging customers to associate 5G with the phone service provider KT. The second challenge was for social contribution ideas to increase the brand preference for Emart supermarkets. The third challenge was for BR (brand regeneration) ideas for the Maxim Mocha Gold instant coffee mix.

The Dongseo University students’ winning project was an outdoor poster campaign showing Mocha Gold Delivery printed on the wrapping paper of delivery chopsticks. Their concept was that after eating a delivery lunch, the Maxim Mocha Gold coffee mix is best for dessert. They printed the Maxim Mocha Gold logo on one side of the chopsticks wrapping paper and the delivery company logo on the other side. A Maxim Mocha Gold coffee mix pouch was designed to come out when customers tear out the Maxim Mocha Gold logo, while wooden chopsticks come out when customers tear out the delivery company logo. The work began as a student project for Advertising & PR Professor Yang Woong’s New Media Theory class and was further developed with feedback from professors and students.

Two other Dongseo University student teams won Bronze Prizes. Mo Hyang, Song Yoo-ra, Kwon Hye-min, and Kim Hee-jung were awarded a Bronze Prize in the outdoor advertising section with their work “Take Me Too”, and Kim Ye-ji and Jang Hee-jin also took a Bronze Prize for their project “Young Entrepreneurs’ Co-operation with Emart”.

 

According to Cheil Worldwide, more than 6,600 students participated in this year’s contest, and roughly 2,500 ideas were presented in five categories, including video, outdoor, print, online and advertising plans. Cheil Worldwide awarded a total of 31 prizes, including four gold prizes, after three rounds of screening by a judging panel composed of employees and university professors.