Haitai Bravocon ‘The world’s quietest CM song’ campaign won the grand prize and the Minister of Culture, Sports and Tourism award at the same time
CM song sung in sign language for the first time in Korea, “with the hope that everyone will listen to it without alienation”
Leading consumers’ empathy and sweeping major domestic advertising festivals… Won awards in 11 categories last year
[ 매드타임스 최승은 기자] Pentacle, a comprehensive advertising company affiliated with Megazone, announced on the 10th that it had won the Grand Prize and the Minister of Culture, Sports and Tourism Award at the same time with the Haitai Bravocon TV campaign at the ’31st Good Advertising Awards Selected by Consumers’.
The ‘Good Advertising Award Selected by Consumers’, which was held at the Korea Advertising Culture Center on the 9th, is the only advertising festival in Korea that is directly judged by consumers. It is jointly hosted by the Korea Advertisers Association and the Korea Consumer Organization Council, and sponsored by the Ministry of Culture, Sports and Tourism. The name was changed from the previous ‘Good Advertising Award Selected by the People’ to the ‘Good Advertising Award Selected by Consumers’ starting this year. A total of 289 advertisements were submitted in five categories: TV, digital, print, OOH video, and audio, and a total of 41 advertisements were selected for the Good Advertisement Award after three rounds of screening.
Pentacle submitted Haitai Bravocon’s ‘The World’s Quietest CM Song’ campaign to the TV category, and only two of the total entries received the grand prize. The organizers evaluated, “It is a CM song that has been loved since the 1970s, but it gave a meaningful resonance to the Korean people by creating content that people of all ages can enjoy, paying attention to the fact that the hearing impaired have never heard it.” The grand prize-winning works will also receive the Minister of Culture, Sports and Tourism Award at the same time.
Haitai Bravo Con ‘The World’s Quietest CM Song’ campaign featured singers Lee Jeok, Lee Young-hyeon, and Apink’s Eunji Jung, who have excellent singing skills, and sang CM songs in sign language rather than voice. It was designed in a barrier-free format that anyone can enjoy, taking note of the fact that the hearing impaired have not heard the national CM song “See you at 12:00~ Bravo Con”.
This campaign has drawn consumers’ sympathy from the time the campaign was launched with the anti-war concept of singing without sound. On YouTube, it recorded about 4.23 million cumulative views and 500 comments. Pentacle has won awards in 11 major advertising festivals, including Korea Advertising Awards, YouTube Works Awards, Digital Advertising Awards, and Seoul Video Advertising Festival, with only the Haitai Bravocon single campaign.
Cha Sang-hoon, vice president of Pentacle, said, “I am very happy that this award means that Pentacle’s desire for everyone to listen to advertisements without alienation has been conveyed to consumers.” We will show advertisements that are available,” he said.
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