Line’s Thai Commercial, Closer, Wins a Bronze Award at the Cannes Lion Festival.
LINE Corporation, owner and operator of the free call and messaging app LINE, announced that Closer, a television commercial aired in Thailand, received a bronze award at the 61st Cannes Lions International Festival of Creativity.
Cannes Lions International Festival of Creativity is the largest advertising festival in the world, and was held this year from June 15 to 21 in Cannes, France.
Closer was aired from October to December 2013. It tells the story of a father using LINE messages to cheer up his mourning daughter after the loss of her mother, and is based on the experience of an actual LINE user in Thailand. In September 2013, LINE collected real-life stories from Thai users about how the app allowed them to bond with the people in their lives under the catchphrase “More LINE, Much Closer.” This episode was selected from approximately 8,000 entries received.
The commercial embodies LINE’s core concept of connecting people with those they are closest to, and received overwhelming response from people around the world. In addition to the Cannes Lion, it also received a silver award at the Asia Pacific Advertising Festival (ADFEST 2014).
Akira Morikawa, CEO of LINE Corporation, commented: “We are most honored to receive such a distinguished award, and wish to share this joy with all LINE users. This piece was made possible only with the cooperation of our users, and we would like to express our sincerest appreciation to them.”
This news comes along with other recent successes with their many line of application, such as their 1 billion downloads for their apps and the expansion of the their sticker’s Creator Market into other countries outside of Asia. As well as their recent third anniversary.