Cheil ‘reunites’ Korean families separated by war using 3D face prediction technology and old photographs

Ad agency Cheil Worldwide has unveiled an idea for client Samsung that gives South Koreans the opportunity to see their family members across the border before they die.

Using old photographs and 3D face prediction technology, the agency was able to recreate images of loved ones and ‘reunite’ families who hadn’t seen each other for 70 years. The campaign, unveiled just before the awards deadline for the Cannes Lions, is called “Last wish”.

The images were used in a three-day exhibition showing the newly created family reunion photos in August last year. The case study video mentions that two months after the idea went viral in social media, “a miracle happened” and families separated by war were reunited.

Seho Kwon, creative director of Cheil Worldwide, said in a press release: “The separated families are only few kilometers away from each other, but had to endure decades of yearning. We wanted to comfort these families who have long been weary of the wait. We believe that The Last Wish campaign will lead to continuous support for the reunion of the separated families.”

Agency: Cheil Worldwide
Advertiser: Samsung
Chief Creative Officer: Jeongkeun Yoo
Creative Director: Seho Kwon
Art Director: Kiho Lee, Seunga Choi, Jungki Seo
Junior Art Director: Wijeon Lee
Copywriter: Hyelim Heo, Jihwan Park, Jisu Won
Account Executive: Wonwha Chung, Changyu Park, Meehyun Cho, Younghae Son,
Sunwoo Joo, Wansoo Park, Jihyun Kim
Production Co.: apc
Producer: Yeon Na, Yuseok Lee
Assistant Producer: Jeehee Rhee
Director: Changjae Lee
Editing Company: Fireworks
Editor: Sewon Oh
Sound Production Co.: Audio Lab
Music Composer: Dongjoon Lee / Movie ‘Brotherhood’ OST
Sound Designer: Hochul Joo
Assistant Sound Designer: Wonwoo Lee
Post Production: Fireworks
NTC: Red Spot
Cinematographer: Youngwoo Lee
Gaffer: Kyungmook Choi
Production Designer: Sooyeon Tae
Colorist: Sangmin Kim
Flame Artist: Jaehyun Kim
Computer Graphic Company: ANGLE


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