The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Gaming
Annual ID
OS_MO20_014G
About the Work
BACKGROUND: In China, less than 1% know how to perform CPR. As a matter of life and death, we needed to get more people to learn this life-saving skill. INSIGHT / STRATEGY: Most people only think about CPR when they’re faced with death—at which time it’s usually too late. Since China is one of the world’s biggest gaming markets, young gamers face death all the time—whenever their characters are on the verge of dying. We realised this is the best time to educate young people on how to perform CPR. So we hacked the biggest game of the year, and surprised gamers with hands-on CPR training built right into the game itself. When gamers lost a life, they had to perform CPR on their characters to bring them back to life. The more they played, the more they learned how to perform this life-saving skill. IDEA: BACK2LIFE. The hack that got gamers to learn life-saving CPR. RESULTS: The hacked game offered life-saving training for gamers. And a fun, easy way to learn CPR. During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life.
2020 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Cheil PengTai Beijing / Beijing
Cheil Hong Kong / Hong Kong
Art Director
Ting Yu
Chief Creative Officer
Paul Chan
Group Creative Director
Qing Tian
Xue Li
Yanqi Wang
Wilson Ang
Executive Creative Director
Kimmy Liu
Social Media Manager
Yining Yin
Writer
Paul Chan
Wilson Ang
Account Team
Xiaoyang Guo
Fang Wang
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