Haenyeo Safe Buddy

The Haenyeo divers of Jeju island are aging, and accidents are on the rise.
So we combined modern technology and tradition to ensure their safe rescue.

The best part is - they’re actually using it. And it’s working.


Awards:

  • Korean Advertising Awards 2025 - 🥇 (Innovation)

  • Busan International Advertising Awards 2025 - 5x Finalist

  • ADFEST (Asia) 2026 - Finalist

Results:

  • 0 Cardiac-related deaths among users since implementation

  • 37M Social and Traditional Impressions in South Korea

Press:

Copywriter: Drew Botcherby
Creative Director (Art): Jaehyuck Lee
Clients: Jeju Institute of Korean Medicine, The Haenyeo Association