Brief Explanation

Hyundai announced new brand slogan, “New Thinking, New Possibilities.” As our client requested that “New Thinking” has to be melted in not only a brand, but also in a way how the advertising is being expressed, we decided to try something that is totally different than usual. Since finding newness in a product itself would face a limitation in content and a way of expressing it in the advertising, we tried to imagine beyond general thoughts about a car. Our imagination had reached at a point that a car could not only run on the ground, but on other surfaces.