SHACKLETON'S RETURN

TitleSHACKLETON'S RETURN
BrandHYUNDAI MOTOR
Product / ServiceSANTA FE
CategoryA01. Creative Effectiveness
EntrantHYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production PLANIT PRODUCTION Seoul, SOUTH KOREA
Production 2 EDITIN Seoul, SOUTH KOREA
Production 3 VIXEN STUDIO Seoul, SOUTH KOREA
Production 4 ASAP Seoul, SOUTH KOREA
Production 5 LOVE AND MONEY Seoul, SOUTH KOREA
Additional Company D.TRIBE Seoul, SOUTH KOREA
Additional Company 2 TNC Seoul, SOUTH KOREA

Credits

Name Company Position
Jeremy Craigen Innocean Worldwide Chief Creative Director
Jung-A Kim Innocean Worldwide Executive Creative Director
Bae Seong Kim Innocean Worldwide Agency Producer
Junkyu Lee Innocean Worldwide Copywriter
Jong Pil Kim Innocean Worldwide Chief of Campaign Director
Jung Hwan Kim Innocean Worldwide Executive Campaign Director
Ayoung Seok Innocean Worldwide Campaign Director
Young Ho Hwang Innocean Worldwide Art Director
Sangkwon Park Innocean Worldwide Art Director
MinJu Go Innocean Worldwide Art Director
Summer New Innocean Worldwide Copywriter
Eunjoo Park Innocean Worldwide Copywriter
Seung Ha Rhee Innocean Worldwide Copywriter
Jin Kim Innocean Worldwide Campaign planner
A Rum Kil Innocean Worldwide Campaign planner
Moon Hee Choi Innocean Worldwide Campaign planner
Sun Jun Lee Innocean Worldwide Campaign planner
Eun Jung Shim Innocean Worldwide Media Director
Jung Eun Lee Innocean Worldwide Media Planner
Kyunghee Park Innocean Worldwide Media Planner
Han Ki Ko LOVE AND MONEY Film Director
Mok Cheon Jang LOVE AND MONEY Assitant Director
Sung Won Jung Planit Executive Producer
Se Jin You Editin Editor
Ji In Park Vixen 2D Supervisor
Won Hee Cho ASAP Sound Supervisor
Yoon Seok Nam Keystone Producer
Tommy Lee Keystone Producer
Lippstock Torsten Keystone Director of Photography
Seidl Alex Keystone 1st Assistant Camera

Brief Explanation

Since automobile was invented 130 years age, automobile industry has been developed continuously. The future of the automobiles which Hyundai envisions makes possible for people to go anywhere, at any time. The year 2016 was the centennial year of the legendary ‘Endurance Expedition’ led by a historical polar explorer Sir Ernest Shackleton, and with special meaning, we wanted to fulfill his dream to cross the Antarctic. Shackleton embarked on a journey to fulfill the dream of crossing the Antarctic a hundred years ago, but failed because his ship was destroyed. Hyundai, together with the descendants of Ernest Shackleton and his 27 crew members, reached the dream destination of a hundred years ago. By bringing back Shackleton’s great leadership and the spirit of self-sacrifice which valued safe returns of his crew members above all else, we could deliver Hyundai Motor’s corporate philosophy of “Together for a Better Future” to the people around the globe. This project was 2 years long from preparation to launching. ‘Shackleton’s Return’ campaign tells a story completed the great explorer’s 100 years-old-challenge and created an incredible interaction with customers based on various digital contents above a viral film. We found the descendants of the 27 original crew members in 10 months. We build expedition team including Shackleton’s great grandson ‘Patrick.’ The expedition team was participated in Iceland training before Antarctica. Also, we have to modify of the Santa Fe (replacement of the fuel tank, 38 inch tire, modification of portal gear) and Engraved the messages on the vehicle to signify that the original crew members and their descendants are on board. And finally, in December 2017, Patrick and Santa Fe successfully completed the traverse of the Antarctic in thirty days with total travel distance of 5,800 km, completing the unfulfilled dream from a hundred years ago. ‘Shackleton’s Return’ made 38.5 Million Youtube views in two weeks after the launch, and got dramatic reaction from customers. After 6 weeks, it is only automobile campaign achieved 100M. Moreover, Hyundai earned the title ‘Hyundai Santa Fe acrossed Antarctica as Passenger car at the first time.’ Additionally, the campaign made 2.2M social engagement with consumers.