Cheil combines CPR training with swimming ring inflation in bizarre idea for Korean waterpark

Cheil has released a case study video to showcase a curious idea to promote a water park and public safety in Korea.

Chiel CPR idea

Based on the insight that most Koreans don’t know how to perform basic CPR, a row of 10 manikins was placed within Caribbean Bay waterpark. Visitors were encouraged to pump the manikins’ chests and at the same time fill inflatable swimming tubes.

The video implies that young men and women will be attracted to the sight of the people pressing down on top of a manikin, and so will join in too.

The idea is billed by Cheil in a press release as a “revolutionary hands-on CPR training campaign” to help prevent water activity-related accidents.

The film claims that within three weeks, 5,851 swimming tubes were filled with air and 5,851 people learned how to perform CPR while doing so, although it is unclear if these people were taught how else to save a life beyond pumping on a rubber chest repeatedly.

“Most people are aware of the importance of CPR but there are not many who can actually do it with confidence in emergencies,” said a Cheil spokesperson. “Our aim was to help people experience CPR and even master it voluntarily. That is how Life Pump was born.”


Agency: Cheil Worldwide
Advertiser: Caribbean Bay
Chief Creative Officer: Jeongkeun Yoo
Creative Director: Hyungkyun Oh / Sungphil Hwang
Copywriter: Jia Kim
Account Director: Jaehwan Lee
Account Executive: Chan Kim / Hyunjin Shim / Junseok Park / Hana Lee
Production Co.: Junpasang
Director: Yonghan Moon
Assistant Director: Hunpyo Kim
Cinematographer: Jaejeong Kim
CM Planner: Kyounghyun Kim
Production Designer : Seunghyun Jo
Executive Producer: Sunho Bae
Film Producer: Dongjo An
Post-Production Company: Seoul Visions
Editor: Daehyun Cho
Colorist: Soyeon Kim
Flame Artist: Naedo Lee
Post Producer: Hanbi Choi
Sound Production Co.: Kiss FM
Sound Designer: Sungrae Hong
Sound Studio Producer: Inu Hwang
Other Sound Production Credits: Taeho Park
Freelancer Copywriter: Hyewon Shin
Photographer: Jiwon Choi / Kyungwon Kang
Design: Bounce Creative
Designer: Wanmo Koo / Jaekyun Kim / Sungjin Lee
Promotion: Changhwa Yeo / Myoungjun Joo
Model Agency: People Agency
Model Agency Credits: Sooyang Park / Sungjoon Choi


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