The Bridge of Life by Samsung Life Insurance Touches the Heart

I’m always a fan of a marketing campaign that actually helps someone first and sells someone second. Here is a genius campaign set out by Cheil Worldwide in which they set out to solve a problem in South Korea.

A large number of humans jump off the Mapo Bridge in South Korea and ultimately end their life. Samsung Life Insurance and Cheil Worldwide wanted to change their minds. Rather than preventing them from jumping, they wanted to touch their hearts. Instead, they placed inspirational messages that lit up as a person walked by. The goal was to move their heart and remind the person of the joys of life.

Not only does the campaign attempt to save a life, but it also reminds people of the services that Samsung Life Insurance provides. Pretty cool! What do you think?


Advertising Agency: Cheil Worldwide, Seoul, South Korea
Executive Creative Director: Thomas Hongtack Kim
Creative Director: Joohoon Lee
Art Directors: Jinwoo Ryu, Hyungkyun Oh, Jaeyeon Kim, Minjoo Kim, Jiyeon Choi, Chaehoon Lee
Copywriters: Youngjun Kim, Yukyung Joo, Yongkyu Choi, Jieun Park
Producer: Dukwon Jang
Designers: Chang-hwa Yeo Taejin Kang, Myeongjoon Joo, Jaechul Lee, Yunsung So, Byoung-hee Kang, Dongwook Kim, Jaehyuk Yoo, Dohyun Kim, Seung-goo Kang, Seukho Lee,Heesoo Kim, Jaedeok Kang, Jinho Lee, Jiwon Choi, Joonho An

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+

Leave a Reply

Your email address will not be published.