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
Customer Experience / CX
Annual ID
OS23_IN012S
About the Work
In the past 8 years, domestic violence in Korea has increased by 718%. But only 2% are reported to the police. The reason behind this is that victims are unable to speak because they are in the same space as their abuser. So how can the police help a victim that cannot talk?
Inspired by Morse code, we created a solution to allow victims in danger to alert the police without saying a word. After dialing 112, they simply tap any number twice, and a link is sent to them. That allows the police to monitor the situation through the caller’s camera, track their location without an LBS request, and secretly chat with them through an app disguised as a Google search page so that the perpetrator won’t notice. And the police can take immediate and precise action.
'Knock Knock' was introduced to 4,800 police call handlers nationwide and made known to the public through beauty channels, nail and hair salons, and other places frequented by women.
After the campaign was launched, 5,749 links were sent to callers in emergency situations and ‘Knock Knock’ formally became an official emergency call in South Korea.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Cheil Worldwide / Seoul
Art Director
Suntaeck Kim
Taeyul Ko
Copywriter
Seungree Kang
Cinematographer
Junsung Yoon
Creative Director
Seongphil Hwang
Designer
Jeakyun Kim
Sungjin Lee
Wanmo Koo
Director
Hyungseok Song
Editor
Jungdae Min
Executive Producer
Kyounghyun Kim
Photographer
Choongsun Park
Sound Designer
David Kwon
Assist Cinematographer
Dongwoo Seo
Kyungsoo Kim
Sungwon Jung
CGI
BOUNCE Creative
colorist
Wonwoo Choi
Creative Strategist
Junpyo Kim
Film producer
Minkyoung Choi
Film Production
Junpasang
Flame Artist
Jinhee Lee
GLOBAL COPYWRITER
Hyoeun Jeon
MUSIC COMPOSER
Jawan Gu
Production
Winning Habit
PRODUCTION ART DIRECTOR
Kyunghwa Shin
Production Designer
Seunghyun Jo
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