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Cheil Wins Gold at Marketing Excellence Awards 2025

2026.01.30

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Cheil Wins Bronze at Marketing Excellence Awards 2025

2026.01.29

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Cheil wins the Network of the Year at MAD STARS 2025

2025.09.01

Cheil has won the Network of the Year, sweeping a total of 53 awards including a Grand Prix, four Golds, seven Silvers, twelve Bronzes, and twenty-nine Crystals at MAD STARS 2025, setting the network’s own record at the festival.

‘Impulse’ by Cheil Spain for Samsung won a Grand Prix in the Design category. By developing an AI-powered app for Samsung’s smartwatches, the campaign offers people with speech disorders an invisible and inaudible assistant to guide fluent speech through analyzing and translating words into rhythmic vibrations. The work also won two Golds and two Silvers.

‘Safe Sketch’ by Cheil Hong Kong for Save the Children bagged a Gold in Direct, five Bronzes, and ten Crystals. Using a database of over 200,000 drawings, the free app identifies signs of abuse hidden in children’s drawings to safeguard them. Potential cases of abuse are then red-flagged, prompting teachers to seek further evaluation.

Another work from Cheil Spain, ‘The Art of Hack’ for Samsung, was awarded a Gold in Commerce and a Silver. Given the fact that Samsung’s The Frame TV doubles as a digital canvas when in standby mode, the promo offered discounts by classifying the TV as art rather than consumer electronics based on the insight that the Spanish tax system charges lower VAT for art.

Other works that won metals include Burger King’s brand activation ‘Whopper Tattoo’ and Samsung’s ‘Victory Selfie Shared #withGalaxy’ experience at Paris 2024 by Cheil Korea, and Cheil Spain’s AI-powered video game ‘The Mind Guardian’ developed in partnership with Samsung to detect the early signs of Alzheimer’s.

During the 3-day global festival for marketing and advertising, Cheil shared AI insights with the industry through various thought leadership sessions including a keynote speech “The Ambidextrous Agency: Harmonizing AI and Human Creativity” by John Jonghyun Kim, global president and chief executive officer at Cheil, and session by Alejandro Di Trolio, European Creative Chairman at Cheil, titled “There is Anything More Human than Algorithm.” Cheil also joined in Samsung Electronics’ session “Bespoke AI: How to Build Brand Heritage in the Age of AI,” represented by speakers Yuna Kim, Olympic Champion and model in the campaign, Kyungtae Kim, corporate VP at Samsung Electronics, and Soora Min, executive director at Cheil Korea.

MAD STARS 2025 was held in Busan, South Korea, from August 27th to August 29th.

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Samsung’s latest TV ad inspires a new era of viewing with Samsung Vision AI

2025.05.19

Samsung Electronics, the No. 1 global TV brand, today highlighted its ad showcasing Samsung Vision AI. More than an individual feature, Samsung Vision AI is a suite of innovations developed by Samsung that transform a TV screen into a smart solutions hub that takes the user experience to a whole new level.

The Samsung Vision AI global spot by Cheil declares that TV is no longer about what is on the screen, but about the viewers and the things they love. It does so by illustrating how relevant and helpful Samsung Vision AI will be in users’ day-to-day lives. 

“As consumers expect increasing levels of smart functionality from their televisions, this spot by Cheil effectively conveys how our products use Samsung Vision AI to comprehensively uplift the user experience,” said Joseph Park, Head of Customer Marketing Team, Visual Display (VD) Business at Samsung Electronics. “We’re confident that this suite of innovative features, and the user-centric focus they bring, will be appreciated by people around the globe and from all walks of life.”

Thanks to Samsung Vision AI, users can instantly find information about what they are watching, or enjoy content translated into their preferred language in real-time, all while AI upscaling technology enhances picture quality and fine-tunes the sound. Moreover, when users pair their TV with a Galaxy Watch, they can perform functions on the TV with hand gestures in lieu of a remote.

To complement the film, Cheil also created 30-second edits that bring each innovation to life through relatable, personal, and insightful moments that take place in the living room.

"Samsung’s rich legacy of innovation, which unlocks new experiences, is perfectly reflected in this launch campaign for Samsung Vision AI,” said Tal Shub, Global Executive Creative Director, Cheil Korea. “Putting viewers at the center of the storytelling is a bold move that shows just how committed Samsung is to delivering user-centric products." 

The spots were directed by award-winning director Samir Mallal. The work is rolling out globally beginning in April and will span TV commercials, out of home, and social media. More Samsung Vision AI stories are expected to come out both globally and locally.

View the film on YouTube: https://www.youtube.com/watch?v=0enhoD3n-xk 

***

Credits

Campaign Title: Experience Samsung Vision AI

Client: Samsung Electronics: Joseph Park, Won-jong Kim, Tony Ha, Soomin Jo, Seongyeon Kwon, Hyewon Lee, Min Kim

Creative Agency: Cheil Korea

Global Executive Creative Director: Tal Shub

Art Director: Babo Schokker, Hongkyu Choi, Woohyun Lim, Jose Maria Neves

Copywriter: Josh Doyle,  Drew Botcherby

Account Director: Euiyoung Kim

Account Manager: Rachel Koo, Hyunsoo Ra, Eyoung Kwon

Head of Global Planning: Eldad Heilweil

Planner: Lillian Min

Agency Producer: Kyumhoi Koo

Production Company: Creators Inc.

Director: Samir Mallal

DoP: Sebastian Wintrø

Editor: Neil Smith, Work Editorial

Additional Edit: Gust N Gale

Color: SUBMARINE9

VFX: SOLID VFX

Music: SOUNDTREE (Recording)

News

Cheil wins five Pencils in The One Show 2025

2025.05.06

Cheil has won a total of five Pencils in The One Show 2025 including a Gold Pencil, four Bronze Pencils and four Merit Awards.

Cheil Spain’s campaign ‘Impulse’ for Samsung was awarded a Gold Pencil in the Creative Use of Artificial Intelligence category. The campaign involved the development of an AI app for Samsung’s smartwatches to help people with speech disorders. Through an algorithm based on Natural Language Processing, it analyzes and translates words into rhythmic vibrations allowing users to have an invisible and inaudible assistant guiding fluent speech. The work also won three Bronze Pencils.

This adds to the creative accolades the campaign has been receiving in major international award shows, marking its remarkable achievement. Notable award shows include Cannes Lions, D&AD, and the London International Awards.

Cheil Hong Kong’s campaign ‘The Sound of Violence’ for Save the Children won a Bronze Pencil. The campaign is a powerful initiative that recreated the Dolby Surround Sound demo in cinemas with the sound of real violence to raise awareness of domestic violence against children.

A total of 19,860 pieces from 62 countries were entered into The One Show 2025. This year’s esteemed One Show global jury awarded agencies, studios, brands, production companies, and designers in 55 countries with 156 Gold Pencils, 197 Silvers, 270 Bronze, and 1,027 Merits.