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Cheil Worldwide Seoul has collaborated with the television network JTBC to create a poster that not only promotes the new television series but also works as a drug detector. The " … read moreDrug Test Poster" hypes the Korean television series "Strong Girl Nam-soon" which revolves around the story of a mother-daughter trio across three generations born with superhuman strength getting to the bottom of an emerging drug crime around the Gangnam district in South Korea. The poster is made with an actual drug test strip to raise awareness and to protect people from the dangers of drink spiking – putting drugs into someone's drink without their knowledge – which is often associated with sexual attacks. Recently, there has been a significant rise in drug crimes in South Korea. According to research, drug crimes in Seoul are most common in areas that adjoin affluent neighborhoods where the younger generation flock to enjoy nightlife – such as Gangnam district. Drink spiking cases are particularly dire because the drugs mixed into drinks are colorless, odorless, and tasteless, leaving the victims vulnerable to such attacks. Lately, cases of drink spiking at night clubs and drug scams targeting students in private cram school areas of Gangnam shocked many people. To help prevent such drink-spiking crimes in South Korea, each Drug Test Poster contains 27 detachable round-shaped drug test kits. People can separate the kit from the poster and use it when they find the drink suspicious. Peel off the protective film on the kit, place a drop of the liquid on the spot, and see if the color of the half part changes to green, which means the drink is drugged. Following the launch of the television series, Drug Test Posters were installed centering around the Gangnam area, including subway stations, bus shelters, movie theater complexes, private institutes, internet cafes, hair salons, coffee shops, plastic surgery hospitals, and pharmacies. The posters were also distributed to 20 universities located in Seoul, South Korea.
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Marketing Director: Hyukjoo Lee
Marketing Senior Manager: Misun Myoung
Marketing Assistant Manager: Heewon Lee
Agency
Account Executive: Jangmoo Lee
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