1 2
 
 
  • SUB CATEGORY :
    INTEGRATED LOTUS
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • TITLE :
    SHACKLETON'S RETURN
  • BRAND :
    HYUNDAI MOTOR COMPANY
  • ADVERTISER :
    HYUNDAI MOTOR COMPANY
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEREMY CRAIGEN
  • EXECUTIVE CREATIVE DIRECTOR :
    KIM, JUNG-A
  • COPYWRITER :
    NEW, SUMMER/LEE, JUNKYU/PARK, EUNJOO/RHEE, SEUNG HA
  • ART DIRECTOR :
    HWANG, YOUNG HO/PARK, SANGKWON/GO, MINJU
  • ACCOUNT DIRECTOR :
    KIM, JONG PIL
  • ACCOUNT MANAGER :
    KIM, JUNG HWAN
  • ACCOUNT EXECUTIVE :
    SEOK, AYOUNG/KIM, JIN/KIL, A RUM/CHOI, MOON HEE/CHOI, HA BEEN/
    LEE, SUN JUN
  • MEDIA PLANNING MANAGER :
    SHIM, EUN JUNG
  • MEDIA PLANNER :
    LEE, JUNG EUN/PARK, KYUNGHEE
  • AGENCY PRODUCER :
    KIM, BAE SEONG
  • FILM PRODUCTION COMPANY :
    PLANIT PRODUCTION, SEOUL
  • DIRECTOR :
    KO, HAN KI
  • DIRECTOR OF PHOTOGRAPHY :
    LIPPSTOCK TORSTEN
  • ASSISTANT DIRECTOR :
    JANG, MOK CHEON
  • 1ST ASSISTANT CAMERA :
    SEIDL ALEX
  • EXECUTIVE PRODUCER :
    JUNG, SUNG WON
  • FILM PRODUCER :
    NAM, JI HYUN/NAM YOON SEOK/SIEGEL NATHALIE
  • POST-PRODUCTION COMPANY :
    EDITIN, SEOUL
  • EDITOR :
    YOU, SE JIN
  • ASSISTANT EDITOR :
    KIM, EUN HYE
  • SPECIAL EFFECTS COMPANY :
    VIXEN, SEOUL
  • 2D SUPERVISOR :
    PARK JI IN
  • 2D ARTIST :
    KO, HO YEON/JANG, HYE RI/OH, TAE DONG
  • SOUND PRODUCTION COMPANY :
    ASAP, SEOUL
  • SOUND DESIGNER :
    CHO, WON HEE/KIM, JUN SIK
  • MUSIC DIRECTOR :
    LEE, BAN SEOK
  • CAMPAIGN SUMMARY :
    THE FUTURE OF THE AUTOMOBILES WHICH HYUNDAI ENVISIONS MAKES PEOPLE POSSIBLE TO GO ANYWHERE, AT ANY TIME. 2016 BEING THE CENTENNIAL YEAR OF ‘THE ENDURANCE EXPEDITION,’ HYUNDAI, WANTED TO TAKE PART IN COMPLETING SHACKLETON’S DREAM OF CROSSING THE ANTARCTIC. AT LAST, BY FULFILLING THE DREAM OF 100 YEARS AGO WITH THE DESCENDANTS OF ERNEST SHACKLETON AND HIS 27 CREW, HYUNDAI COULD DELIVER THE BRAND PHILOSOPHY OF “TOGETHER FOR A BETTER FUTURE”. • PRE-LAUNCH, WE SUCCEEDED IN CREATING INTERACTION WITHOUT BRAND EXPOSURE AND AD COST BY ‘SHACKLETON’S DIARY’ WITH A FAMOUS ILLUSTRATOR. AFTER THE LAUNCH, WE PUBLISHED ‘PATRICK’S DIARY,’ AND CREATED MUCH ENGAGEMENT AND GAINED NUMEROUS FOLLOWERS. • ALONG WITH THE CAMPAIGN FILM DEPICTING 2 YEAR-LONG PREPARATION, AND A MONTH OF EXPEDITION, ‘DEDICATED FILM’ HONORING SHACKLETON WAS SHARED ON YOUTUBE. • CAMPAIGN WEBSITE PROVIDES DESCENDANTS’ INTERVIEW, DIGITALLY RECREATED VOICE OF SHACKLETON, AND DETAILED ON EXPEDITION AND MODIFICATION
  • THE BRIEF :
    THE FUTURE OF THE AUTOMOBILES WHICH HYUNDAI ENVISIONS MAKES POSSIBLE FOR PEOPLE TO GO ANYWHERE, AT ANY TIME. THE YEAR 2016 WAS THE CENTENNIAL YEAR OF THE LEGENDARY ‘ENDURANCE EXPEDITION’ LED BY A HISTORICAL POLAR EXPLORER SIR ERNEST SHACKLETON. WE WANTED TO FULFILL HIS DREAM TO CROSS THE ANTARCTIC. SHACKLETON TRIED TO CROSS THE ANTARCTIC A HUNDRED YEARS AGO, BUT FAILED BECAUSE HIS SHIP WAS DESTROYED. HYUNDAI, TOGETHER WITH THE DESCENDANTS OF SHACKLETON AND HIS 27 CREW MEMBERS, REACHED THE DREAM DESTINATION. WE COULD DELIVER HYUNDAI’S PHILOSOPHY OF “TOGETHER FOR A BETTER FUTURE” TO THE PEOPLE AROUND THE GLOBE.
  • THE STRATEGY :
    THERE ARE THREE STRATEGIC POINTS WHICH HYUNDAI HAS PLANNED FOR THIS CAMPAIGN. FIRST, SHACKLETON'S LEADERSHIP PARALLELS HYUNDAI’S CORE PHILOSOPHY OF 'TOGETHER FOR A BETTER FUTURE,' WHICH VALUE CUSTOMERS ABOVE ALL ELSE. SECOND STRATEGIC POINT OF THE CAMPAIGN IS TO SHOW HYUNDAI’S VISION THAT THE CAR OF THE FUTURE SHOULD MAKE POSSIBLE FOR PEOPLE TO GO ANYWHERE, AT ANY TIME. THIRD STRATEGIC POINT IS TO DEMONSTRATE HYUNDAI’S OUTSTANDING TECHNOLOGY. AS THE SINCERITY IS THE MOST IMPORTANT FACTOR FOR THE THREE POINTS ABOVE, WE WANTED TO EMPHASIZE ON THE HISTORICAL FIGURE SHACKLETON, AND CREATED A DOCUMENTARY FILM WITH ALL ON-LOCATION SHOOTINGS IN ANTARCTICA. DURING THE PREPARATION, THE CAMPAIGN WAS CRAFTED THROUGH AN IN-DEPTH RESEARCH WHICH INCLUDED MULTIPLE CONSULTATIONS WITH RELATED ORGANIZATIONS, AND INTERVIEWS WITH THE DESCENDANTS OF THE CREWMEMBERS. WE HAVE RECREATED AND PROVIDED THE CONTENTS ON ALL DIGITAL PLATFORMS TO SHED A NEW LIGHT ON HIS STORY.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    1. PREPARATION - FOUND THE DESCENDANTS OF THE 27 ORIGINAL CREW MEMBERS IN 10 MONTHS - MODIFICATION OF THE SANTA FE (REPLACEMENT OF THE FUEL TANK, 38 INCH TIRE, MODIFICATION OF PORTAL GEAR) - ENGRAVED THE MESSAGES ON THE VEHICLE TO SIGNIFY THAT THE ORIGINAL CREWMEMBERS AND THEIR DESCENDANTS ARE ON BOARD 2. THE EXECUTION - SUCCESSFUL TRAVERSE OF ANTARCTICA,5,800KM IN 30 DAYS. ('16 .12. 04 ~ '17 .1. 02) - PRE-LAUNCHING: ‘SHACKLETON'S DIARY’ TELLING ‘ENDURANCE EXPEDITION’ WITH ‘ELENI KALOKOTI’ - LAUNCHING EVENT IN LONDON, UK (APRIL 19TH 2017). - CAMPAIGN LAUNCH: ‘MAIN FILM’, 'DESCENDANTS INTERVIEW', AND 'DEDICATED TO SHACKLETON' FILM ARE RELEASED ON YOUTUBE. THE CAMPAIGN SITE INCLUDES MORE DETAILED INFORMATION SUCH AS VEHICLE MODIFICATION AND SHACKLETON. - AFTER-LAUNCH: ‘PATRICK’S DIARY’ BY THE GREAT-GRANDSON TELLING HIS EXPEDITION. - ADDITIONAL: DECIDED TO DONATE THE VEHICLE TO THE ANTARCTIC BASE FOR RESEARCH. HYUNDAI UK WILL BE PROMOTING ‘SPECIAL EDITION’
  • THE RESULT :
    - THE FIRST CROSSING OF ANTARCTICA BY PASSENGER CAR (5,800KM IN 30 DAYS) - THE ONLY AUTOMOBILE MARKETING CAMPAIGN TO ACHIEVE 100M YOUTUBE VIEWS GLOBALLY IN 6 WEEKS - “TOP1 ON VIRAL VIDEO CHART”- ADAGE - “THE TOP-WATCHED VIDEO THIS WEEK” FOR 7 WEEKS – AUTOMOTIVE NEWS - EARNED GLOBAL MEDIA COVERAGE ON THE CAMPAIGN/EXPEDITION IN ABOUT 40 COUNTRIES - GAINED 13,500 FOLLOWERS ON SOCIAL CAMPAIGN ACCOUNT IN A WEEK AFTER THE PRE-LAUNCH (FACEBOOK 8,500 FOLLOWS, INSTAGRAM 5,000 FOLLOWERS) - GAINED 2.3 MILLION VISITORS WITH MORE THAN 200% PAGE VIEWS ON WEBSITE (4.83 MILLION) WITHOUT BANNER ADVERTISEMENT FOR LANDING