| Title | MINI SONATA |
| Brand | HYUNDAI MOTOR COMPANY |
| Product / Service | SONATA |
| Category | A03. Cars & Automotive Products & Services |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Media | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Production | PLANIT PRODUCTION Seoul, SOUTH KOREA |
| Production 2 | GIANT STEP Seoul, SOUTH KOREA |
| Production 3 | ASAP Seoul, SOUTH KOREA |
| Production 4 | STONE SOUND Seoul, SOUTH KOREA |
| Production 5 | EDITIN Seoul, SOUTH KOREA |
| Production 6 | 617 Seoul, SOUTH KOREA |
| Production 7 | VIXEN STUDIO Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| JEREMY CRAIGEN | INNOCEAN Worldwide | Chief Creative Officer |
| JUNG A KIM | INNOCEAN Worldwide | Executive Creative Director |
| SUMMER SHIN | INNOCEAN Worldwide | Copywriter |
| YOUNGHO HWANG | INNOCEAN Worldwide | Art Director |
| JUNKYU LEE | INNOCEAN Worldwide | Copywriter |
| MIZIN LEE | INNOCEAN Worldwide | Art Director |
| SANGKWON PARK | INNOCEAN Worldwide | Art Director |
| GAHONG CHOI | INNOCEAN Worldwide | Copywriter |
| SEUNGHA RHEE | INNOCEAN Worldwide | Copywriter |
| MINJU GO | INNOCEAN Worldwide | Art Director |
| BAESUNG KIM | INNOCEAN Worldwide | Producer |
| TAEYONG KIM | INNOCEAN Worldwide | Executive Vice President |
| HEEGON SUH | INNOCEAN Worldwide | Sr. Account Director |
| CHULSEOK CHOI | INNOCEAN Worldwide | Director |
| JEONGTAE LEE | INNOCEAN Worldwide | Sr. Account Manager |
| SEONHWA HWANG | INNOCEAN Worldwide | Account Manager |
| ROUN LEE | INNOCEAN Worldwide | Account Executive |
| GUNWOO OH | INNOCEAN Worldwide | Sr. Account Manager |
| KYUNGTAE KIM | INNOCEAN Worldwide | Sr. Account Manager |
| HYUNGKYUN KIM | Planit Production | Executive Producer |
| JUHEE LEE | Planit Production | Producer |
| KIHWAN HWANG | 617 | Director |
| JONGGEUN HAN | 617 | Assistant Director |
| KOZZY | kozzy film | Director Of Photography |
| SUNGNAM PARK | hong's lighting | Gaffer |
| MISUN OH | TEAMOHMISUN | Art Director |
| YURI JUNG | Giantstep | Editor |
| WONHEE CHO | ASAP | Sound Supervisor |
| SEJIN YOU | Editin | Editor |
| WONSEOK KO | post LUCID colour | Colorist |
Mini SONATA is invented for kids include the visually impaired to give a driving pleasure. A Lidar sensor at the front of Mini SONATA judges a location, a route of a car and detects obstacles. Mini SONATA informs circumstances by sound and vibration to recognize the road conditions which make drive possible without looking. Mini SONATA can be classified as a brand new car which makes driving with free will possible beyond the autonomous vehicle.
For a year and 5 months, Hyundai Motor Company researchers developed the Mini SONATA, actively reflecting opinions from teachers and students of school for the blinds as much as possible. Not only did we develop Mini SONATA, at an one of Koreas largest amusement park, Seoul Grand Park, we have built ‘Mini SONATA Playground’ on 2025m-square-foot piece of land to allow as many kids to experience this newly developed vehicle. Mini SONATA Playground has been test opened last October, and finally opened to the public this year, March 19th.
Numerous Medias and SNS have praised on the fact that it is an innovative car that gives a driving pleasure to everyone. After 3 month opening of the playground, total visitor of 716,627 have visited, and 3,003 kids have experienced the Mini SONATA. It’s popular to both kids and parents.
The Mini SONATA is a powerful form of media reports a message of dream and hope through driving pleasure, not just a little car. It gives visually impaired kids not just a driving pleasure by diving on their own, hope that they can do everything regardless of disorders also.
Although it may look as a CSR project for the visually impaired kids, we targeted non-visually impaired kids and us all also. As the campaign needed continuous participation and experience from kids, rather than promoting on a one-time media, we created the Mini SONATA Playground as our media for the Mini SONATA Project. At here, visually impaired and non-visually impaired kids can play at exact same place, experiencing the same experience as each other. We wanted everyone to realize that visually impaired kids doesn’t lack in ability, but just different in forms of seeing.