THE QUIET TAXI

Gold Spike

Demo Film

Presentation Image

TitleTHE QUIET TAXI
BrandHYUNDAI MOTOR GROUP
Product / ServiceHYUNDAI MOTOR GROUP
CategoryE06. Transit
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production WALKING IN MIND Seoul, SOUTH KOREA
Production 2 WALKING ON THE BLUE Seoul, SOUTH KOREA
Production 3 EDITIN Seoul, SOUTH KOREA
Production 4 GIANT STEP Seoul, SOUTH KOREA
Additional Company HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA

Credits

Name Company Position
Jung-A Kim Innocean Worldwide Executive Creative Director
Nari Moon Innocean Worldwide Art Director
Doyu Yang Innocean Worldwide Copywriter
Jaeeun Kim Innocean Worldwide Art Director
Jiyon Rhim Innocean Worldwide Art Director
Seonhwa Hwang Innocean Worldwide Creative Technologist
Hye-dong Roh Innocean Worldwide Creative Technologist
Sungwoo Kim Innocean Worldwide Creative Technologist
Bae-Sung Kim Innocean Worldwide Agency Producer
Jinwon Jake Choi Innocean Worldwide Translator
Jong-Pil Kim Innocean Worldwide Chief Marketing Director
Zu-Young Pae Innocean Worldwide Chief Digital Director
You-Lee Choe Innocean Worldwide Account Team
Jina Choi Innocean Worldwide Account Team
Seohyun Kwon Innocean Worldwide Account Team
Bongun Jung Walking on the Blue Production Director
Jung Yoon Walking on the Blue Production Account Executive
Hyo-Joong Jang Walking in Mind Executive Producer
Harim Lee Walking in Mind Producer
Sangho Hong Walking in Mind Director of Photography
Juyoung Choi Walking in Mind Director of Photography
Semin O Walking in Mind Gaffer
Jaeho Lee Editin Editor
Donghwan Lee Giant Step 2D Editor
Jaeseung You Audiolab Sound Designer
Dongjun Park Hyundai Motor Group Digital PR Manager

Write a short summary of what happens in the ambient or digital execution or campaign.

“The Quiet Taxi" features the story of Mr. Lee, Seoul’s first ever designated deaf taxi driver and his taxi with innovative technology that assists driving for Deaf. The technology enabled by AI analysis of external sound patterns, consists of two separate driving assist systems that work together simultaneously to help deaf drivers who have an acute, highly developed sense of touch and attuned visual capabilities. Deaf drivers are dependent solely on their sight and touch, so Hyundai’s goal for this campaign is to create a way of communication that incorporates both internal and external sounds through tactile and visual means, thereby expanding freedom of mobility to all drivers.

Cultural/Context information for the jury

In Korea, taxi driver is a job that many elderly people chooses as their second career after they retire from their first. As such, it is an societal issue many people identify with, but the issue of deafness is something else entirely. That is because most people are not even aware of the fact that deaf people can drive. That is why we chose Mr. Lee Dae-ho, who despite his impairment chose this vocation, and the letter his daughter left for his customers in the back of his taxi, to be the central theme of our campaign.

Links
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