A MESSAGE TO SPACE

TitleA MESSAGE TO SPACE
ClientHYUNDAI MOTOR COMPANY
Product / ServiceHYUNDAI MOTOR COMPANY
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
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

The Brief

This campaign deliberately conveyed the brand message to be a ‘Lifetime partner’ 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 hand-written message that could be seen from her father in space, Hyundai reminded people of the value of being connected to people we care. Innovative part of this campaign is that Hyundai tried a never-seen-before project with automobiles. Cars are basically transportation to overcome the physical distance, and Hyundai wanted to challenge if cars can overcome the emotional distance between people. To achieve this goal, we have implemented many technical tools to recreate the actual hand-written message on earth big enough to be seen from space as it should be personal and authentic as possible. Various technicians and organizations were involved to come up with the best solution for this project, including land surveyors, GPS map specialists, satellite imaging technicians, weather analytics, and so on.

Several months were spent on researching the right location and measuring the GPS coordinates to mark the track with over 10,000 flags. Delamar Dry Lake, Nevada was chosen as the best location considering the orbital route of ISS so that astronaut father can see the message from space. Weather forecast was carefully monitored daily in order to avoid rainy condition. It took 3 entire days to map out the handwriting onto the sand ground. To do so, engineers were involved programming GPS coordinates and virtual images on the navigation system. On the ground, guide flags were plotted from the GPS coordinates to prevent even the slightest mistake. Guiding flags were deliberately plotted across 5.5km² dry lake bed. Dozens of staffs had to walk around on feet to ensure no tire tracks were allowed within the project area. Once 11 professional drivers collaborated together to create a sort of synchronized dance movement for visual appeals, 10 cameras started rolling on the ground and on the air. In addition, total of 4 satellites were involved in capturing images from space including Google’s Skybox Imaging satellite to record the process from above. A total of 11 Genesis were used to create the message on the desert with the size of 5.55 km², almost twice the size of Central Park, NYC.

In order to extend the branded experience online, we built a microsite for desktop and mobile. The digital campaign site was focused on amplifying the emotions that audience felt from the video and sharing those emotions with their loved ones. On the campaign site, users from all over the world can check the message that Hyundai wrote on the desert for Stephanie and her dad. The exact satellite coordinate and Google Maps enabled users to observe "The World’s Largest Tire Track Image" on both web and mobile. Users can also take part in our campaign by customizing Stephanie’s message to their own message using the SNS integrated video generator which automatically creates typed-in message on a desert that can be shared to friends through SNS. By creating this user experience online, this campaign could go viral much further by people who watched the film and felt the value of being connected. [YouTube] Total YouTube views: 70,000,000+ - The Most Watched Video of the Day on YouTube(US); April 18th. - #1 Weekly Viral Video from Automotive News, 2 consecutive weeks - #1 Weekly SNS Share from Unruly Global Ads chart - #1 in “The 10 Most Watched Ads on YouTube in April” from Google Ad Leaderboard (more views than #2~#10 combined) - Covered by major media Forbes, Times, People, Mirror Bild, Huffington Post, The Verge, Boston.com. etc.. - Aired on ABC, NBC, FOX TV [Campaign site] Total Page views: 1,400,000+ Number of event participants: 90,000+

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 Noh Planit Production Executive Producer
John S. Park Addict Films Film Director