Against the odds: Unpacking the high-stakes world of Korea's teen gambling

Life, as any woodland creature might tell you, is fraught with risks. Some risks are worth taking, but others are less forgiving—especially those that prey on the young and vulnerable.

In a bid to spotlight a rising issue often dismissed as an adult concern, Cheil Worldwide, in partnership with Korea’s financial app Toss and the Korean National Police Agency, has launched a compelling campaign aimed at exposing the hidden world of teenage gambling. Titled “Doyoung’s Gambling Die-ary,” the film seeks to shatter the misconception that gambling is a harmless pursuit, particularly for teenagers who can stumble into it unaware of its dangers.

The story unfolds on social media, where Cheil Worldwide crafted a fictional Instagram account for a 16-year-old boy, Doyoung Park. Over the course of 38 days, audiences watched as Doyoung’s seemingly ordinary life slowly transformed, unveiling subtle signs of a gambling problem. Initially, his posts appeared like any other teenager’s—pictures of daily life, friends, and light-hearted moments. But gradually, unsettling clues emerged: Doyoung obsessively on his smartphone, offering extravagant gifts to friends, and even listing his beloved sneakers for sale. These details subtly revealed his growing addiction, painting a portrait of a boy caught in an unrelenting cycle that only he—and now, the audience—could see.

The campaign didn’t end with Doyoung’s haunting final post, “I want to quit now” implying he had spiralled into debt. Three days after the account went silent, the campaign revealed Doyoung as a fictional persona, an AI-created character whose features were designed by combining the faces of real teenage gambling victims.

The impact was palpable, with Cheil sharing that over 3,000 comments were left on the campaign’s microsite, garnering over 4.3 million views as parents, teens, and concerned viewers shared their reactions and reflections on the issue. 

As the Korean National Police Agency observed, online gambling among teenagers has surged, with juvenile gambling offenders aged 14-19 rising by 2.3 times in just one year. Startlingly, four in ten Korean teenagers report having dabbled in gambling, largely due to the allure and accessibility of online platforms that mimic harmless mobile games. 

"We thought a lot about how to attract parents and society's interest and sympathy for the teen gambling issue. By creating a virtual persona through AI and operating an actual Instagram, the reality and seriousness of teen gambling could be effectively communicated," said SungSoo Lee, brand marketing Lead, Toss. 

"It was necessary to alert parents, other adults, and the society rather than blaming the teens who were the victims of online gambling," added Youbin Bang, creative director, Cheil Worldwide. "We hid signs of being addicted to gambling in everyday photos and videos of the seemingly ordinary teenager to convey the message that people around him, such as family members and friends, should pay attention so that no one falls victim to teen gambling."

In Ad Nut’s view, this campaign tackles an urgent and overlooked crisis with depth and sensitivity. For too long, society has relegated gambling to a problem of the older generation. But with this effort, the hard-hitting statistics and raw storytelling reveal that it’s increasingly a young person’s issue as well. The campaign deftly captures not just the financial perils but also the heartbreak, desperation, and social ramifications of addiction. It’s a reminder that gambling’s collateral damage stretches far beyond monetary loss, affecting family bonds, friendships, and mental health.

The ending couldn’t be more poignant, leaving viewers with the unsettling knowledge that teen gambling is a reality that needs more attention. The tale of Doyoung Park is fictional, but the risks, heartbreak, and hidden spiral it depicts are all too real. This isn’t just a film—it’s a mirror held up to a society that must reckon with the silent crises facing its youth. For Ad Nut, this campaign is as haunting as it is necessary.

CREDITS:

Campaign: 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

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