Title | THE QUIET TAXI |
Brand | HYUNDAI MOTOR GROUP |
Product / Service | HYUNDAI MOTOR GROUP |
Category | E06. Transit |
Entrant | INNOCEAN 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 |
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 |
“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.
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.