2018 PYEONGCHANG WINTER OLYMPIC, PARALYMPIC HYUNDAI PAVILION

Bronze Spike

Case Film

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Title2018 PYEONGCHANG WINTER OLYMPIC, PARALYMPIC HYUNDAI PAVILION
ClientHYUNDAI MOTOR COMPANY
Product / ServiceHYDROGEN FUEL CELL VEHICLE
CategoryD04. Spatial Brand Installation & Experience
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Idea Creation 2 INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation 3 ASIF KHAN London, UNITED KINGDOM
Idea Creation 4 WHY DO BIRDS Berlin, GERMANY
Media Placement HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Media Placement 2 ASIF KHAN London, UNITED KINGDOM
PR HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
PR 2 INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR 3 ASIF KHAN London, UNITED KINGDOM
Production HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Production 2 INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production 3 ASIF KHAN London, UNITED KINGDOM
Production 4 WHY DO BIRDS Berlin, GERMANY

The Campaign

Hyundai believes future spaces for humans need to be more nature friendly, also to stimulate the senses which we are born with. Bringing the night sky to ground is a way of speaking directly, connecting to deep parts of our minds. The darkest building on earth, the Hyundai Pavilion is to bring the brand vision of future mobility to a physical space-- through the Universe, Water, and Hydrogen--to convey the story of its technology. While the fuel cell technology is something extra scientific and technical, we believe there is power in the old, physical, and tactile experience, which helps people feel connected to the future mobility and the society it will take us.

Creative Execution

Hyundai Motor Company is the world’s first automobile manufacturer to have pioneered the mass production of fuel cell electric vehicles. The challenge is how to communicate to the world audience about the technology, conveying something highly technical and scientific to something less unfamiliar and easy to understand. The pavilion is entered through a surface of blackness, where 2,000 gleaming LEDs create an illusion of the Universe, the origin of the hydrogen. Inside the pavilion, visitors experience a vast pure white space where 25,000 + droplets mesmerizingly move and combine, like vehicles in a future city, forming a central lake which then varnishes, representing the future society of FCEVs. The third space, Third space, Hydrogen showcases the principle of how this abundant substance powers the vehicle, through four interconnected rooms - sensual and powerful experience for all.

Indication of how successful the outcome was in the market

We welcomed 72,000 visitors over 30 days of the Olympic and Paralympic Games. However, the greatest impact was felt globally. Major broadcasters such as BBC, CNN and NBC dedicated features to the "making of" the project and the collaborators involved, and the story of "the blackest building on Earth" spread virally, across all forms of media. Since it simultaneously combined architecture, storytelling, marketing, innovation, new materials, technology, history, science, art, and was for a car company and during the largest sporting event on earth in 2018, it was picked up by specialist media dealing with each of these subjects, and by the individual correspondents dealing with these subjects within all the general news outlets who were covering the Winter Olympics. This gave the project a exponentially wider reach than would normally be achieved around a car launch. Market share of green cars has been increased 176% more than last year.

Credits

Name Company Position
Thomas Kyuhyung Han INNOCEAN WORLDWIDE Managing Director
Jaewook Choi INNOCEAN WORLDWIDE Division Director
Jungsoo Son INNOCEAN WORLDWIDE Deputy General Manager
Dongchan Kim INNOCEAN WORLDWIDE Sr.Account Manager
Yongbo Shim INNOCEAN WORLDWIDE Account Executive
Helia Hyejoo Son INNOCEAN WORLDWIDE Account Executive
Minjee Kim INNOCEAN WORLDWIDE Account Executive
Jeremy Craigen INNOCEAN WORLDWIDE Chief Creative Officer
Jung-A Kim INNOCEAN WORLDWIDE Executive Creative Director
Wonhong Cho Hyundai Motor Company Head of Project
Sungwon Jee Hyundai Motor Company Director
Jumi Kim Hyundai Motor Company Deputy General Manager
Young Jang Hyundai Motor Company Deputy General Manager
Heekyung Kwon Hyundai Motor Company General Manager
Doyoon Kim Hyundai Motor Company General Manager
Cha Kyra Hyundai Motor Company Associate
Minsu Song Hyundai Motor Company Assistant Manager
Yoonhyue Kim Hyundai Motor Company Assistant Manager
Dongchul Cho Hyundai Motor Company Assistant Manager
Yoojin Jang Hyundai Motor Company Associate
Asif Khan Asif Khan Limited Creative Director
Pete Vaughan Asif Khan Limited Associate Director
Dan Sweeting Asif Khan Limited Project Architect
Freddie Hong Asif Khan Limited Architectural Assistant
Alex Borrell Asif Khan Limited Architectural Assistant
Alexander Wodrich Why do birds Sound Strategy Consulting
Sebastian Waschulewski Why do birds Sound Director
Sebastian Damerius Why do birds Sound Design
Johannes Lehniger Why do birds Sound Design
Holger Schuhmann Why do birds Sound Design