| Title | CHATTY SCHOOL BUS |
| Brand | HYUNDAI MOTOR COMPANY |
| Product / Service | HYUNDAI PR |
| Category | G02. Spatial Tech |
| Entrant | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
| Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Production | PLANIT PRODUCTION Seoul, SOUTH KOREA |
| Production 2 | TRUMAKUS Seoul, SOUTH KOREA |
| Production 3 | ELIOT Seoul, SOUTH KOREA |
| Production 4 | DR. HOOK Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| JEREMY CRAIGEN | INNOCEAN WORLDWIDE | CHIEF CREATIVE OFFICER |
| JUNG-A KIM | INNOCEAN WORLDWIDE | EXECUTIVE CREATIVE DIRECTOR |
| SUNG-HUN MOON | INNOCEAN WORLDWIDE | COPY WRITER |
| DOYU YANG | INNOCEAN WORLDWIDE | COPY WRITER |
| MINHAE KIM | INNOCEAN WORLDWIDE | COPY WRITER |
| NARI MOON | INNOCEAN WORLDWIDE | ART DIRECTOR |
| JAEEUN KIM | INNOCEAN WORLDWIDE | ART DIRECTOR |
| JIYON RHIM | INNOCEAN WORLDWIDE | ART DIRECTOR |
| SEONHWA HWANG | INNOCEAN WORLDWIDE | CREATIVE DEVELOPER |
| HYE-DONG ROH | INNOCEAN WORLDWIDE | CREATIVE DEVELOPER |
| SUNGWOO KIM | INNOCEAN WORLDWIDE | CREATIVE DEVELOPER |
| BAE-SUNG KIM | INNOCEAN WORLDWIDE | AGENCY PRODUCER |
| JONG-PIL KIM | INNOCEAN WORLDWIDE | CHIEF OF CAMPAIGN DIRECTOR |
| JUNG-HWAN KIM | INNOCEAN WORLDWIDE | EXECUTIVE CAMPAIGN DIRECTOR |
| ZU-YOUNG PAE | INNOCEAN WORLDWIDE | CAMPAIGN DIRECTOR |
| YOON-HEE KIM | INNOCEAN WORLDWIDE | CAMPAIGN PLANNER |
| YOO-LEE CHOE | INNOCEAN WORLDWIDE | CAMPAIGN PLANNER |
| JI-HYE BAE | INNOCEAN WORLDWIDE | CAMPAIGN PLANNER |
| DONG-JUN PARK | HYUNDAI MOTER GROUP | MANAGER |
| DONGHA KIM | PLANIT PRODUCTION | EXECUTIVE PRODUCER |
| JIUK KO | ELIOT | EDITOR |
| BONGKWON JANG | DR.HOOK | SOUND DESIGNER |
Let’s install a non-verbal communication channel on to the school bus! - A way to talk with a friend sitting in a seat far away - A way to send pictures and letters to friends - Selfies taken with the camera installed on the window can be sent to the parents’ phones
- Modification and operation of the school bus of Chungju Sungshim School for the hearing-impaired - An user interface that serves as a non-verbal communication platform : Based on an universal design that stems from an experience most people share, that would allow for easy usage - Turtle character : A large number of students had turtles as pets, so turtle was chosen as the friendly representative of UI. This character serves as a guide so the students can use the window intuitively - A film developed of the hearing-impaired students’ experiences with the bus, and uploaded online - A picture book developed based on the stories of the film, that was crowdfunded voluntarily by the public, and also marketed by the public - Participation of various celebrities on podcasts and social media channels in promoting the campaign
- The most boring commute hours, which in itself is a brand experience, was transformed into the most fun time of the day - 35% of Korean population viewed the campaign film - 2M people participated in social funding for producing the ‘Chatty School bus picture book’. - People who were inspired by the school bus design and the campaign filed for a petition against the government demanding more institutions for the impaired, and as a result the government announced its plans to build 2 new special schools and to instate 66 special classes within regular schools, by 2022.
-Designing the optimal UX after extensive research and interviews with the students, their parents and their teacher. - To give the students a surprise gift, by modifying their everyday school bus into a completely new and entertaining transportation experience. - Under Hyundai’s slogan ‘Together for a better future’, we wanted the public to become aware of these students and the hardships they endure