[ 매드타임스 최승은 기자] Pentacle, a comprehensive advertising company affiliated with Megazone, announced on the 10th that it has won the Grand Prize and the Minister of Culture, Sports and Tourism Award at the same time as Haitai Bravocon’s TV campaign at the ’31st Da Wedi Advertising Awards’ to User Selection’.
The ‘Consumer Chosen Good Advertising Award’, 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 held by the Korea Advertisers Association and the Korea Consumer Organization Council, and sponsored by the Ministry of Culture, Sports and Tourism. The name has been changed from the previous ‘People’s Choice Good Advertising Award’ to the ‘Consumer Choice Good Advertising Award’ which starts this year. A total of 289 ads were submitted in five categories: TV, digital, print, OOH video, and audio, and a total of 41 ads were selected for the Good Ad 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 all entries received the grand prize. The organizers evaluated, “It’s 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 those who are not with a hearing impairment never heard it.” The grand prize-winning works will also receive the Minister of Culture, Sports and Tourism’s Award at the same time.
Haitai Bravo Con’s ‘The World’s Quietest CM Song’ campaign featured singers Lee Jeok, Lee Young-hyeon, and Eunji Jung of Apink, who have excellent singing skills, and sang CM songs in sign language instead of voice. It was designed in a barrier-free format that anyone can enjoy, taking into account the fact that the hearing impaired have not heard the national CM song “Welay chi am 12:00 ~ Bravo Con” .
This campaign has drawn the sympathy of consumers since the campaign was launched with the anti-war concept of singing without sound. On YouTube, it recorded around 4.23 million cumulative views and 500 comments. Pentacle has won awards at 11 major advertising festivals, including the Korea Advertising Awards, the YouTube Works Awards, the Digital Advertising Awards, and the Seoul Video Advertising Festival, with only a single Haitai Bravocon 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 communicated to consumers.” We will show ads that are available,” he said.
