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  • SUB CATEGORY :
    BRAND VOICE & STRATEGIC STORYTELLING
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • TITLE :
    SECOND FIRST STEPS | H-MEX (HYUNDAI WEARABLE ROBOT)
  • BRAND :
    HYUNDAI MOTOR COMPANY
  • ADVERTISER :
    HYUNDAI MOTOR COMPANY
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • EXECUTIVE CREATIVE DIRECTOR :
    KIYOUNG KIM
  • CREATIVE DIRECTOR :
    DAEYOUNG EUM/HYUNCHUL LIM
  • COPYWRITER :
    MOONHWI LEE/DAEUN LEE
  • ART DIRECTOR :
    DAEHYUN KIM/JISOO KIM(A)/JISOO KIM(B)
  • ACCOUNT DIRECTOR :
    WOO SEOK CHOI
  • ACCOUNT MANAGER :
    GYE EUN CHANG
  • ACCOUNT EXECUTIVE :
    BO KYUNG KIM/QUAN ZENG
  • MEDIA AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • FILM PRODUCTION COMPANY :
    OHSKA, SEOUL
  • CAMPAIGN SUMMARY :
    THIS AUTOMOBILE BRAND PURSUES PROGRESS FOR ALL HUMANKIND, GOING BEYOND DRIVING. THE BRAND PURSUES REAL-LIFE EXPERIENCE OF NEW MOBILITY TECHNOLOGY, INSTEAD OF ONLY SHOWING IT THROUGH SOME KIND OF MANIFESTO OR PLANNED-OUT ADVERTISEMENT. ALL PARENTS IN WORLDWIDE REMEMBER THEIR CHILD’S FIRST STEPS AS A HEART-POUNDING MOMENT. FOR PARENTS WHOSE CHILDREN CAN NO LONGER WALK DUE TO A CAR ACCIDENT, THIS MEMORY MAY NO LONGER BE QUITE AS HAPPY, SO THE BRAND DECIDED TO OFFER THESE PEOPLE AND THEIR FAMILIES A CHANCE FOR “SECOND FIRST STEPS”. THIS FILM RECORDS THE BEGINNING OF THE REAL PROJECT, WHICH AIMS TO REVERSE SOME OF THE PROBLEMS CAUSED BY THE AUTOMOBILE INDUSTRY OVER THE PAST FEW DECADES. IN THE FILM, THERE IS A MAN WHO HAS LOST HIS ABILITY TO WALK AS THE RESULT OF A CAR ACCIDENT. HE AND HIS FAMILY USE INNOVATIVE MOBILITY TECHNOLOGY TO EXPERIENCE SOME OF THE MOMENTS THEY HAVE BEEN MISSED THE MOST IN THEIR LIFETIME. THIS CAMPAIGN GIVES PEOPLE WITH PHYSICAL DISABILITIES THE GIFT OF FREEDOM OF MOBILITY AND ADOPTS AN OPTIMAL, CREATIVE APPROACH OF INVOLVING THE GENERAL PUBLIC AND ACTUAL PEOPLE WITH DISABILITIES.
  • THE BRIEF :
    NINE OUT OF TEN PEOPLE WITH DISABILITIES ARE NOT BORN WITH DISABILITIES BUT RATHER DEVELOP A DISABILITY LATER IN LIFE. AUTOMOBILE ACCIDENTS ARE ONE OF THE GREATEST CAUSES OF THESE TYPES OF DISABILITIES. THIS BRAND, FULFILLING A RESPONSIBILITY THAT AUTOMOBILE COMPANIES SHOULDN’T IGNORE, HAS DEVELOPED A NEW MOBILITY SOLUTION.
  • THE STRATEGY :
    USING THE KEY PHRASE OF “FIRST STEPS,” A CONCEPT THAT ALMOST EVERYONE CAN RELATE TO, THE BRAND EFFECTIVELY CONVEYS THE MESSAGE OF THE CAMPAIGN AND THE INTENTION OF THE BRAND TO THE GENERAL PUBLIC AND ACTUAL PEOPLE WITH DISABILITIES, WHO WILL BECOME THE NEXT PARTICIPANTS OF THE PROJECT.
  • THE EXECUTION :
    ALONG WITH A DOCUMENTARY FILM (WHICH WAS BROADCAST DIGITALLY) AIMED AT A BROAD TARGET BASE, AN OOH CAMPAIGN WAS CONDUCTED FOR ACTUAL PEOPLE WITH DISABILITIES, SHOWING A PICTOGRAM IN HANDICAP SIGNAGE TAKING “NEW FIRST STEPS.”
  • THE RESULT :
    THE FILM GAINED THE SUPPORT OF PEOPLE AND THE MEDIA AROUND THE WORLD. THERE WAS AN OVERWHELMING GLOBAL RESPONSE TO SECOND FIRST STEPS. AS OF JUNE 24, THE NUMBER OF VIDEO VIEWS ON YOUTUBE REACHED 42,436,794. IN ADDITION, THIS FILM INSPIRED MANY OTHERS AT LONDON’S PICCADILLY CIRCUS.