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.
SLOW ROAD
Agency Cheil Worldwide / Seoul + T map Mobility / Seoul + The Shot / Seoul + Boxtree Co., Ltd. / Jeju
Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS22_CU013B
About the Work
Jeju Island is the most beautiful place in Korea. This designated UNESCO World Natural Heritage site is a popular road trip destination to millions every year. More than 80% get around by car and rely on navigation apps to guide them. But all maps only direct you through the fastest route, making you miss out on its picturesque landscape.
So we created Slow Road, the beautiful detour map for travelers. It gets you to your destination through the most scenic route, instead of the fastest. Slow Road identifies your current location and shows you alternative routes that guide you to your desired destination.
When you open T-map in Jeju upon arrival, a pop-up banner directs you to the Slow Road mobile page. There, you can select a route of your choice, and it will automatically input the waypoints into the T-map, the no.1 map in Korea.
Slow Road introduced new must-see spots, helped local economy grow, alleviated traffic on main roads, and scattered travelers away from over crowed attractions during the pandemic- all using the app that’s already on their phone.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Cheil Worldwide / Seoul
Boxtree Co., Ltd. / Jeju
Digital Agency
T map Mobility / Seoul
Production Company
The Shot / Seoul
Copywriter
Hyewon Hyun
Jeongsil Lee
Creative Director
Joohee Lee
Director of Photography
Inkyu Lee
Graphic Designer
Jeongho Cho
Sangjin Woo
Producer
Sehun Kim
Product Manager
Hyojeong Jang
Account Director
Choongok Lee
Sangho Lee
Account Executive
Hyeonmun Kim
Sohyun Jess An
Developer
Bokyeom Kim
Assistant Director
Jisu Shin
Biz Dev. Leader
Keeduk Kim
CEO
Kwangjae Jee
Digital Technical Director
Seokju Hwang
Film Director
Churl Gwon
Head of Creative Division 1
Yehoon Lee
Service Planner
Jiwon Lee
Serin Son
Yonghun Kim
Sr. Art Director
Seontaeck Kim
UX Designer
Sooyeon Baek
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