GOING HOME

TitleGOING HOME
BrandHYUNDAI MOTOR GROUP
Product / ServiceVEHICLES PRODUCT & VEHICLES SERVICE
CategoryA03. Cars & Automotive Products & Services
EntrantPLAYGROUND Seoul, SOUTH KOREA
Idea Creation PLAYGROUND Seoul, SOUTH KOREA
PR PLAYGROUND Seoul, SOUTH KOREA
Production AFRICA PICTURES Seoul, SOUTH KOREA

Credits

Name Company Position
Tomas Hong-Tack Kim Inter Playground Chief Creative Officer
Jin Shin Inter Playground Creative Director
Jin-Hee Ahn Inter Playground Copywriter
Min-Sung Kim Inter Playground Creative Team
Ji-Yeon Kim Inter Playground Creative Team
JI-HYUN LIM Inter Playground Creative Team
A-RAN CHO Inter Playground Designer
JUN-HYEON PARK Inter Playground Content STRATEGIST
MIN KIM Inter Playground Agency Producer
CHUL KIM AFRICA PICTURES DIRECTOR
JUNG-HO LIM AFRICA PICTURES DIRECTOR
TAEK-JUN SONG AFRICA PICTURES DIRECTOR
JONG-WAN PARK AFRICA PICTURES pRODUCER
TAE-BONG CHOI AFRICA PICTURES DIRECTOR
BYUNG-HWAN AN AFRICA PICTURES TECHNICAL PRODUCER
CHUL-YOUNG OH POST ISLAND Editor
HAK-MIN NOH POST ISLAND Editor
HYUN-JUN SEO POST ISLAND Editor
DONG-HYEOK SEO FLIPEVLE DIGITAL ARTIST
YOUNG-BUM JIN SEOUL VISION Sound Design Arrangement
CHEOL-WOONG KIM FREELANCE MUSIC & SOUND
JEMMA SHIN FREELANCE CREATIVE TEAM

The Campaign

“Going Home”: Since driving into North Korea would be physically impossible, Hyundai set out to deliver the next best thing. The process was not without unique challenges. To start, when Hyundai used the VWorld Spatial Information Open Platform to locate Kim’s hometown, they found that it no longer exists. So, after interviewing Kim for two months, Hyundai commissioned artists to draw every detail of his riverfront village, down to the wild flowers blooming in his front yard. Armed with these illustrations and utilizing VWorld’s geographic information, Hyundai was able to transform a two-dimensional bird’s-eye-view of North Korea into a 3D human’s-eye view. With this lifelike, 3D world now fully rendered, Hyundai used its own Human Machine Interface Simulation Technology to create a realistic driving experience, enabling Kim to embark on a digital visit to his hometown.

Creative Execution

The process was not without unique challenges. To start, when Hyundai used the VWorld Spatial Information Open Platform to locate Kim’s hometown, they found that it no longer exists. So, after interviewing Kim for two months, Hyundai commissioned artists to draw every detail of his riverfront village, down to the wild flowers blooming in his front yard. Armed with these illustrations and utilizing VWorld’s geographic information, Hyundai was able to transform a two-dimensional bird’s-eye-view of North Korea into a 3D human’s-eye view. With this lifelike, 3D world now fully rendered, Hyundai used its own Human Machine Interface Simulation Technology to create a realistic driving experience, enabling Kim to embark on a digital visit to his hometown.

Describe the success of the promotion with both client and consumer including some quantifiable results

The heartwarming “Going Home” video aired on seven prime time news programs in South Korea and struck a chord worldwide, garnering close to 12 million total views and generating warm comments from around the globe.

Explain why the method of promotion was most relevant to the product or service

The heartwarming “Going Home” video aired on seven prime time news programs in South Korea and struck a chord worldwide, garnering close to 12 million total views and generating warm comments from around the globe. So this work relevant for Promo & Activation .

8 million who were displaced during the Korean War are currently residing in South Korea. In 2015, only 51% of them are still alive and 81.4% of them are over 70. Their hope is nothing but going home before they pass away. So, the unification is not only a dream, but a mission. However, there is widespread apathy and ignorance of unification especially among young generation.65.3% of them think it is unnecessary. For the unification of Korea, emotional bonding is needed before physical bonding.

Links
Video URL