| Title | CHATTY SCHOOL BUS |
| Brand | HYUNDAI MOTOR COMPANY |
| Product / Service | HYUNDAI PR |
| Category | A05. Automotive |
| 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 | DIRECTOR |
| JIUK KO | ELIOT | EDITOR |
| BONGKWON JANG | DR.HOOK | SOUND DESIGNER |
| MINPYO CHOI | PLANIT PRODUCTION | EXECUTIVE PRODUCER |
| BYEONGJIN YANG | TRUMAKUS | GAFFER |
| SOLJI CHOE | PLANIT PRODUCTION | FILM PRODUCER |
| SANGSEON PARK | PLANIT PRODUCTION | PRODUCTION DESIGNER |
| JUNHYEONG CHO | ELIOT | COLORIST |
| MINGYU PARK | ELIOT | FLAME ARTIST |
| MINJEONG KIM | ELIOT | POST PRODUCER |
| DAEHYUN KIM | DR.HOOK | SOUND STUDIO PRODUCER |
| DOHYEON KIM | TRUMAKUS | DIRECTOR OF PHOTOGRAPHY |
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 - 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
- 35% of Korean population viewed the campaign film. - Public image of HMG rose to 91% positive. (Whereas before the campaign, it was mostly negative) - Many expressed their gratitude to HMG for developing a technology that addresses a societal problem. - 2M people participated in social funding for producing the ‘Chatty School bus picture book’. - People inspired by 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.
Hyundai Motor Group(HMG), under the slogan “Together for a better future”, has been trying to effectively instill a positive group image within the public. “Chatty School Bus” campaign is one of those efforts, and a CSR campaign that focuses on the students with impairments, a marginalized class within Korean society. Many people related to, and cheered for, the said students and the vision of HMG behind the campaign.
- Providing a solution that is uniquely Hyundai, for the problem students with impairments face - To make the public aware of the problem, and to give them a chance to participate and to promote the cause - To actively utilize the influence celebrities exert on the public