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  • AWARDS :
    GOLD
  • SUB CATEGORY :
    BEST USE OF AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • ENTRY TITLE :
    A MESSAGE TO SPACE
  • BRAND :
    HYUNDAI MOTOR COMPANY
  • ADVERTISER :
    HYUNDAI MOTOR COMPANY
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEREMY CRAIGEN
  • EXECUTIVE CREATIVE DIRECTOR :
    KIYOUNG KIM
  • CREATIVE DIRECTOR :
    GUNNY PARK
  • COPYWRITER :
    JAESHIK SEO/MIJIN LEE
  • ART DIRECTOR :
    YOUNGILL JANG/YONGHEE KIM/SEOYEON CHO
  • ACCOUNT DIRECTOR :
    JONGPIL KIM/EUNJUNG AHN
  • ACCOUNT MANAGER :
    EUISUNG HA
  • STRATEGIC PLANNING DIRECTOR :
    JUNGHWAN KIM
  • MEDIA PLANNING DIRECTOR :
    MINHEE KANG
  • MEDIA PLANNING MANAGER :
    HAKSOO KIM
  • MEDIA PLANNER :
    SUNGHO HAN
  • FILM PRODUCTION COMPANY :
    PLANIT PRODUCTION, SEOUL/ADDICT MEDIA FILMS, SEOUL/
    DUO FILMS, SEOUL/D. TRIBE, SEOUL
  • DIRECTOR :
    JOHN S. PARK
  • CINEMATOGRAPHER :
    PATRICK DUROUX/MICHAEL FITZMAURICE
  • ASSISTANT DIRECTOR :
    SUNG BIN
  • EXECUTIVE PRODUCER :
    HOJUN ROH
  • FILM PRODUCER :
    TONY MOON/NURI HONG/MYUNGHWA SONG/YONG B. SONG/JOHNNY LEE
  • PRODUCTION DESIGNER :
    VINCENT REYNAUD
  • CASTING DIRECTOR :
    SHOWNAL HAN
  • POST-PRODUCTION COMPANY :
    EDITIN, SEOUL
  • EDITOR :
    SEJIN YOU/JAEHO LEE
  • COLORIST :
    CHOONGYOUNG OH/SUBMARINE9
  • SPECIAL EFFECTS COMPANY :
    VIXEN, SEOUL
  • VISUAL EFFECTS :
    SEJUN BAK
  • COMPUTER ARTIST :
    KWANGSUN SEO/HANJOON LEE/YEONWOOK KIM
  • SOUND PRODUCTION COMPANY :
    THE LIMELIGHT, SEOUL
  • SOUND DESIGNER :
    HOJUN RYU
  • SOUND STUDIO PRODUCER :
    JAEDEOK KANG
  • MUSIC COMPOSER :
    JOHAN STRAUSS II
  • THE BRIEF :
    TRADITIONALLY THE ROLE OF AUTOMOBILE WAS LIMITED TO CONNECTING PHYSICAL DISTANCES, HOWEVER IN MARKETING 3.0 ERA THE ROLE OF AUTOMOBILE SHOULD GO BEYOND THE DISTANCE. HYUNDAI WANTED TO BE A BRAND THAT CONNECTS PEOPLE EMOTIONALLY. THIS CAMPAIGN DELIBERATELY CONVEYED OUR MESSAGE TO PEOPLE WHO UNDERSTAND THE CORE-VALUE OF RELATIONSHIP BY IMPLEMENTING A REAL FAMILY STORY WITH A DAUGHTER WHO MISSES HER FATHER WORKING AT THE FARTHEST PLACE FROM EARTH-SPACE. WITH THE STORY OF 11 HYUNDAI-GENESIS RECREATING THE DAUGHTER'S MESSAGE TO SHOW HER FATHER IN SPACE, HYUNDAI REMINDS PEOPLE OF THE VALUE OF BEING CONNECTED TO PEOPLE WE CARE.
  • THE STRATEGY :
    TO BE AN INNOVATIVE AUTO MANUFACTURER THAT PROVIDES SIMPLY A MEANS OF TRANSPORTATION, HYUNDAI DECIDED TO CONNECT WITH PEOPLE EMOTIONALLY. WE FOUND A REAL STORY OF AN ASTRONAUT’S DAUGHTER AND CONNECTED THE TWO BY CHALLENGING THE DISTANCE BETWEEN THEM. WE TOOK 'EARTH' AS THE MEDIA TO DELIVER THE DAUGHTER'S LOVING MESSAGE TO HER DAD IN SPACE. BY DRAWING HER HAND-WRITTEN MESSAGE ON EARTH WITH 11 HYUNDAI GENESIS, THE ASTRONAUT FATHER COULD SEE FROM SPACE HOW MUCH HIS DAUGHTER MISSES AND LOVES HIM. WE MADE THIS INTO A SHORT FILM AND DISTRIBUTED ONLINE TO INVITE LARGER AUDIENCE IN 40 NATIONS.
  • THE EXECUTION :
    TO TARGET THE LARGER AUDIENCE THE PRODUCTION AND STORY OF THE ASTRONAUT’S DAUGHTER WAS MADE INTO A FILM AND DISTRIBUTED IN 40 NATIONS ONLINE. THE MAIN FOCUS OF ALL MEDIA ACTIVITIES WAS TO INCREASE THE AWARENESS OF THE FILM BY BEING KEY TOUCH POINTS OF OUR TARGET – YOUTUBE AND SOCIAL MEDIA. THE ASSOCIATION WITH THE GUINNESS WORLD RECORDS NOT ONLY ADDED REALITY TO THE FILM BUT ALSO ADDED AWARENESS VALUE.
  • THE RESULT :
    [YOUTUBE] -TOTAL YOUTUBE VIEWS: 69,965,000+ -THE MOST WATCHED VIDEO OF THE DAY ON YOUTUBE (US); APRIL 18TH. -#1 WEEKLY VIRAL VIDEO FROM AUTOMOTIVE NEWS, 2 CONSECUTIVE WEEKS -#1 WEEKLY SNS SHARE FROM UNRULY GLOBAL ADS CHART -#1 IN “THE 10 MOST WATCHED ADS ON YOUTUBE IN APRIL” FROM GOOGLE AD LEADERBOARD (MORE VIEWS THAN VIEW OF #2~#10 COMBINED) -COVERED BY MAJOR MEDIA FORBES, TIMES, PEOPLE, MIRROR BILD, HUFFINGTON POST, THE VERGE, BOSTON.COM. ETC.. -AIRED ON ABC, NBC, FOX TV [CAMPAIGN SITE] -TOTAL PAGE VIEWS: 1,400,000+ -NUMBER OF EVENT PARTICIPANTS: 90,000+