|Title||A MESSAGE TO SPACE|
|Brand||HYUNDAI MOTOR COMPANY|
|Product / Service||HYUNDAI MOTOR COMPANY|
|Category||A03. Use of Exhibitions and Installations|
|Entrant||INNOCEAN 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|
|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|
Hyundai has an objective to become a brand that can be associated with customers’ emotions with the value of innovation and caring. By creating a brand film that constitutes innovative techniques, casting, activation, and a story of human touch, we conveyed the brand message to public with global viral effect via online as well as various news media. With the remarkable achievement that Hyundai attempted a new Guinness World Record with automobile, this campaign has made a huge impact on brand with massive scale and astonishing brand story film.
Hyundai Motor Company announced its new slogan "New Thinking. New Possibilities" few years ago and it 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 overcome the limit of physical distance and achieve the new way of connecting people emotionally closer. And we found a perfect model for this campaign - a daughter who misses her father because he has to be away from home to work in space.
The message on the desert was approved by Guinness World Records as the largest tire track image with a size of 5.55 km² which is almost twice the size of Central Park, NYC. The creative went viral on YouTube reaching 70 million views. On the day of the launch, "A Message to Space" was the most watched video of the day in US and was chosen as the most watched Ads on YouTube in April. In addition, hundreds of news media around the world, including major media companies such as Times, People, Forbes wrote articles on the campaign.
To demonstrate how automobiles can go beyond simply connecting physical distances and connect people emotionally closer, a campaign was implemented on Delamar Dry Lake, Nevada. Stephanie, 11 year old, wrote a love message to her dad working in space as an astronaut. The message was replicated using GPS mapping. As GPS coordinates were plotted across Delamar Dry Lake, 11 Hyundai Genesis drove through the coordinates creating huge message twice the size of Central Park, NYC (5.5km²). It took months of preparation and two entire days to complete to create the message on a dry lake bed. The entire process was filmed and developed into a viral video gaining more than 70 million views on YouTube.