| Title | MOVE YOUR THINKING |
| Brand | HYUNDAI |
| Product / Service | AZERA |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Media Agency: | MPG MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
| Name | Company | Position |
|---|---|---|
| Steve Il Soo Jun | Innocean Worldwide Hq | Group Account Director |
| Woo Seok Choi | Innocean Worldwide Hq | Account Director |
| Se Young Oh | Innocean Worldwide Hq | Account Supervisor |
| Matt Sungmin Bae | Innocean Worldwide Hq | Account Manager |
| Hye Jin Won | Innocean Worldwide Hq | Creative Director |
| Sung Ryong Lim | Innocean Worldwide Hq | Art Director |
| Jin Hee Noh | Innocean Worldwide Hq | Copywriter |
| Bum Su Park | Innocean Worldwide Hq | Producer |
| Jenny Joo Yeun Lee | Innocean Worldwide Hq | Media Planner |
| Jun Park | Innocean Worldwide Hq | Media Planner |
| Arijit Sen | Mpg Me | Deputy General Manager |
| Seza Bedros | Mpg Me | Media Director |
| Pramod Kumar | Mpg Me | Group Account Manager |
| Jihoon Lee | Hyundai Motor Company | Manager |
| Mun Jae Won | Innocean Worldwide Hq | Copywriter |
| Jae Seok Lee | Innocean Worldwide Hq | Art Director |
| Ho Young Kim | Innocean Worldwide Hq | Copywriter |
| Dong Jin Kim | Innocean Worldwide Hq | Art Director |
| Hyo Sung Jung | Innocean Worldwide Hq | Art Director |
| Minhae Kim | Innocean Worldwide Hq | Copywriter |
Now, people can see and experience the Azera in 360 degrees on the print, without visiting dealerships or watching the TV commercial. Without any additional media execution after the execution of this print ad in the Pan-Arab region (Middle East) . 1. 130% increased on the total number of visitors at the dealerships 2. 210% increased on the brochure requests via homepage 3. 230% increased on the test-drive requests via dealer shops
By using the afterimage effect of animation movie, make the Azera move in 360-degrees with a striped-transparent film. . To make the Azera rotate, we gathered several images of the Azera in different angles, sliced them in vertical and relocate them in a special order. . In this way, people can experience the optical illusion and see the Azera rotating in different angles when moving the striped-transparent film left and right.
Backgroung Most of automobile brands spend huge money on executing print ads. However, despite of its high-cost, the automobile print ads mostly considered to be boring and to lose people’s interest because of its crucial limitation on paper: it can only show still images. Mission Break the stereotype of print ad being a still image! Make a ‘moving-image’ ad that people may have never seen before to get their attention. Challenge How can we make the Azera move on a piece of paper? And also how can we show Azera’s beautiful fluidic sculpture design on a piece of paper?