A MESSAGE TO SPACE

Short List
TitleA MESSAGE TO SPACE
ClientHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI MOTOR COMPANY
CategoryC02. Typography
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production Company PLANIT PRODUCTION Seoul, SOUTH KOREA

Brief Explanation

The brief from the client was to create an emotional corporate PR campaign focusing on "Caring" which is one of the core value of Hyundai Motor Company. Few years ago, Hyundai set out on a new direction with vision that Hyundai will become a "Lifetime partner in automobiles and beyond." Hyundai wanted to challenge the conventional that automobiles are mere transportation but rather, they can become a part of people’s life. Our goal as an agency was to move global audience with a story everyone can relate to and connect with the brand emotionally. To communicate with the global audience, we strategically picked a relationship that is universally relatable – family.

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.

How the final design was conceived

To demonstrate how automobile can go beyond distance and connect people emotionally from heart to heart, we used a story of a girl named Stephanie who misses her dad working in International Space Station. We recreated her hand-written message on Earth big enough that her father could see directly from space. Delmar Dry Lake, Nevada was chosen as optimal location for the project, considering the weather and ISS orbital route in order for Stephanie's dad to observe from above. As GPS mapping technology enabled Stephanie's message to be copied on the surface, thousands of guide flags were plotted. 11 Hyundai Genesis drove accordingly to the plot creating enormous message 5.5km² in size which was recognized as ‘The World’s Largest Tire Track Image’ on the Guinness World Records.

Indication of how successful the outcome was in the market

(The message on the desert was approved by Guinness World’s Records as the largest tire track image with a size of 5.55 km² which is almost twice the size of Central Park, NYC. This played a big role in adding credibility and viral value to the campaign. Since the launch of video on April 9th, it went viral reaching 70 million views. Hundreds of news media wrote articles on the campaign, including some of the major media companies such as Times, People, Forbes, Mirror etc.. “A Message to Space” placed #1 from 'Top 10 Most Watched Ads on YouTube' in April by the Google Ad Leaderboard. As it became viral reaching 70 million people, there have been changes in consumers' view toward Hyundai as more emotional and caring company.) The design work produced by total of 11 Genesis was so huge that it was able to be seen from space. An astronaut from International Space Station was able to see the typography clearly from space. The entire process was developed into video which went viral after it was released. Currently it holds 70 million views on YouTube. The typography work was approved by Guinness World Records as 'The World's Largest Tire Track Image' with a size of 5.55 km² which is almost twice the size of Central Park, NYC.

Credits

Name Company Position
Kiyoung Kim INNOCEAN Worldwide Executive Creative Director
Gunny Park INNOCEAN Worldwide Creative Director
Youngill Jang INNOCEAN Worldwide Art Director
Jaeshik Seo INNOCEAN Worldwide Copywriter
Yonghee Kim INNOCEAN Worldwide Art Director
Mijin Lee INNOCEAN Worldwide Copywriter
Seoyeon Cho INNOCEAN Worldwide Art Director
Jongpil Kim INNOCEAN Worldwide Sr. Account Director
Junghwan Kim INNOCEAN Worldwide Sr. Account Director
Eunjung Ahn INNOCEAN Worldwide Account Director
Chandler Kim INNOCEAN Worldwide Sr. Account Manager
Euisung Ha INNOCEAN Worldwide Account Manager
Jeehye Ryu INNOCEAN Worldwide Account Executive
Jeeyoun Roh INNOCEAN Worldwide Account Executive
Minhee Kang INNOCEAN Worldwide Media Director
Haksoo Kim INNOCEAN Worldwide Media Planner
Sungho Han INNOCEAN Worldwide Media Planner
Juhee Kim INNOCEAN Worldwide Production Manager
Hojun Roh Planit Production Executive Producer
John S. Park Addict Films Film Director