Cheil Worldwide and Toss have teamed up with the Korean National Police Agency to create an impactful campaign that addresses the growing issue of teen gambling in South Korea. The campaign, titled “Doyoung’s Gambling Die-ary,” centers around a fictional 16-year-old boy named Do-young Park, who shares his life on Instagram. The goal is to highlight how easily teens can fall into the trap of online gambling, a trend that is often dismissed as harmless because it resembles mobile gaming.
At the beginning, Do-young’s Instagram feed appears to show the life of an ordinary high school student. However, as the posts unfold, subtle signs of gambling addiction emerge. Do-young becomes increasingly absorbed in his smartphone, buys expensive gifts for his friends, works obsessively at part-time jobs, and even starts selling his belongings. These actions serve as red flags that indicate a deeper issue: gambling addiction.
The realistic nature of the campaign makes it relatable and engaging, helping to raise awareness about the dangers of teen gambling. The content was based on interviews with teenagers who have struggled with gambling and insights from professionals. The Instagram account ran for 38 days, and the final post revealed that Do-young was trapped in gambling debt. It was then disclosed that Do-young was a fictional character created using AI technology, combining the faces of real teen gambling victims.
The campaign received strong engagement, with thousands of comments and millions of views on the campaign film. Its purpose was to shine a light on the seriousness of teen gambling, a problem that continues to grow but is often overlooked by adults. Rather than placing blame on the teens, the campaign calls for adults—parents, teachers, and friends—to recognize the signs of gambling addiction and take action before it’s too late.
Through this collaboration, Cheil Worldwide, Toss, and the Korean National Police Agency hope to raise awareness and spark conversation around a pressing issue, urging society to take responsibility in preventing teen gambling and helping teens lead healthier, more balanced lives.
Credits
Campaign Title: Doyoung’s Gambling Die-ary
Client: Toss
Brand Marketing Lead: SungSoo Lee
Brand Marketer: Seokmin Yong, Jeonghyo Lee
Video Content Producer: Taesung Kim
Content Manager: Sua Song
Brand Designer: Youngchan Kwon
Creative Agency: Cheil Worldwide
Creative Director: Youbin Bang
Copywriter: Navin Seo
Art Director: Inyoung Cho
Account Director: Annie Ok
Account Executive: Jihyun Kim
