Caribbean Bay Water Park - "Life Pump"

Cheil

Cheil Seoul, South Korea

Awards

10124

Brand: Caribbean Bay Water Park
Country: South Korea

Advertiser: Samsung

Title	Life Pump
Agency	Cheil
Campaign	Life Pump
Advertiser	Samsung
Brand	Caribbean Bay Water Park
Date of First Broadcast/Publication	2016 / 9
Business Sector	Consumer Electronics & Audio-Visual
Story	It is very difficult for victims of sudden cardiac arrest to survive in Korea. The chances of receiving CPR from a bystander are a mere 3%. 1) and thus, the survival rate of sudden cardiac arrest victims is only 4%. 2) according to the survey, 82% of people know what cpr is, but only 7% are able to perform it. 3) people learn cpr at schools or organizations through tutorials and books, but not through hands-on experience. How can we get people to learn CPR ? With the life pump campaign, pumping up swimming tubes turns into CPR training through hands-on experience with a simulated body. By connecting an air pump to the inside of a CPR manikin, we created a new and easy way that allows anyone inflating their swimming tubes to learn CPR. The life pump is designed in such a way that if CPR is correctly performed on the manikin, at the right position and pace, 4) then the tube will be fully inflated within 1 minute. 5) 4) 4~5cm deep / 100~120 pumps per minute, hands-only CPR guide in 2015, American Heart Association 5) for standard swimming tubes with a diameter of 90cm The execution : We installed 10 life pumps at Caribbean Bay Water Park, so that people can learn how to perform CPR before going in the water, and before sudden cardiac arrests happen. Through the campaign, which started on august 3, 2016, and is still ongoing, people are learning CPR via hands-on experience by filling up their swimming tubes. Both experts from the emergency medical association and lifeguards from Caribbean Bay are on site to help people learn to perform cpr correctly. Furthermore, the life pump campaign is in the process of expanding to other locations in collaboration with the emergency medical association.
Media Type	Web Film
Length	119 seconds
Chief Creative Officer	Jeongkeun Yoo
Creative Group Head	Wain Choi
Creative Director	Hyungkyun Oh
Creative Director	Sungphil Hwang
Copywriter	Jia Kim
Art Director	Sungphil Hwang
Art Director	Hyungkyun Oh
Account Director	Jaehwan Lee
Account Executive	Chan Kim
Account Executive	Hyunjin Shim
Account Executive	Junseok Park
Account Executive	Hana Lee
Agency Producer	Sunho Sunho Bae
Production Company	Junpasang Production
Production Company	Yonggamhan Production
Strategic Planner	Kyounghyun Kim
Director	Yonghan Moon
Assistant Director	Hunpyo Kim
Executive Producer	Kyounghyun Kim
Producer	Dongjo An
Production Designer	Seunghyun Jo
Post Production	Seoul Visions
Editor	Daehyeon Cho
Colorist	Soyeon Soyeon Kim
Colorist	Sujeong Park
Colorist	Changbin Yoo
Flame Artist	Naedo Lee
Flame Artist	Yejin Lee
Post-production Producer	Hanbi Choi
Post-production Producer	Jin Lee
VFX Company	Ex Creative
Product Designer	Changhwa Yeo
Product Designer	Myoungjun Joo
Sound Production	Kiss Fm
Sound Designer	Sungrae Sungrae Hong
Audio Village / Sound Studio Producer	Inu Inu Hwang
Production Team	Taeho Park