Korean National Police Agency - "Hope Tape (Case Film)"

Cheil Worldwide

Cheil Worldwide Seoul, South Korea

Awards

5940

This ad is part of the ACT Responsible Collection

Brand: Korean National Police Agency
Country: South Korea

Advertiser: Korean National Police Agency

Title	Hope Tape (Case Film)
Agency	Cheil Worldwide
Campaign	Hope Tape
Advertiser	Korean National Police Agency
Brand	Korean National Police Agency
Date of First Broadcast/Publication	2020 / 5
Business Sector	Government & Other Authorities
Story	On International Missing Children’s Day (May 25), Cheil Worldwide and Korean National Police Agency (KNPA) announced the launch of HOPE TAPE campaign to help find long-term missing children. In South Korea, 661 children have been missing for over one year, and 638 of those have been missing for more than five years. Cheil created a new packaging tape – also named HOPE TAPE – which contains details of 28 children who have been missing for a long time. With HOPE TAPE, boxes delivered to every corner of the nation will be transformed into a new medium to spread information that are crucial in finding missing children. HOPE TAPE carries children’s photos taken at the time of their disappearance, their age progression images using KNPA’s technology, and other information including their physical features and places last seen. It also contains QR code that connects to police’s dedicated mobile app where people can report and search about missing children, and register fingerprints of their children that can be later used in case of disappearance. From May to June, HOPE TAPE will be used in packing 620 thousand parcels to be delivered across the country through courier service providers Korea post and Hanjin Transportation.
Media Type	Public Relations
Length	120 seconds
Senior Vice President	Hun Choi
Creative Director	Seongphil Hwang
Creative Director	Hyungkyun Oh
Copywriter	Sekyeong Park
Art Director	Miyeon Shin
Art Director	Yeowool Kwon
Account Director	Joohong Min
Account Executive	Chan Kim
Account Executive	Kyunghoon Woo
Director	Kwangwon Cho
Production Company	Illri Imagines
Producer	Dongjo An
Producer	Sooyoung Yoon
Production Company	Visionholdings