ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2021 ONE Asia - Public Service & CSR

The Cost of Bullying

Agency Cheil PengTai Beijing / Beijing + Cheil Hong Kong / Hong Kong

Client Samsung

Category

Corporate

Annual ID

OSA21_PS004B

Description

BACKGROUND: In China, online gaming has exploded. But so has bullying. 1-in-2 gamers have at some point been bullied when playing online. Samsung wanted to tackle this toxic behaviour head on. INSIGHT: There’s a real cost to bullying. Which made us think: When gamers bully, shouldn’t THEY pay the price? IDEA: THE COST OF BULLYING. When gamers bully, they pay the price. EXECUTION: Working with one of the country’s biggest game developers, we hacked ‘Magic Quest’—the biggest game of the year and China’s equivalent to ‘World of Warcraft’. A key part of the game are in-game purchases—for weapons, armour and power-ups. So we made bullies pay for their actions, quite literally. We linked the game’s ‘Abusive Language Detection System’ to the pricing database. Every time the system detected any sign of bullying, it raised the price. So the more gamers bullied, the more they paid. All in real-time. All within the game. RESULTS: The hacked game gave bullies a real wake-up call. During the two-week hijack, over one million bullies paid the price. With reports of in-game bullying falling by 40%. Making this China’s most successful anti-bullying drive to date. The message was loud and clear: There’s a cost to bullying. And now when gamers bully, they pay the price.

2021 Awards

Total Points: 6

Bronze Award

Credits

Agency

Cheil PengTai Beijing / Beijing
Cheil Hong Kong / Hong Kong

Art Director

Edmond Leung

Chief Creative Officer

Paul Chan

Creative Director

Timothy Tian

Executive Creative Director

Kimmy Liu

Group Creative Director

Wilson Ang

Account Director

Cherry Lan

CMO

En Feng

Game BD Manager

Wei Du

Game Operation Leader

DooYoung Jang

VP

Larry Sun

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