Background

While many number of automobile companies competing to lead future mobility technology, Hyundai brand focused on the people’s right that nobody should not be left out and enjoy the benefit of freedom in mobility.

Describe the creative idea (40% of vote)

All parents in worldwide remember their child’s first steps as a heart-pounding moment. For parents whose children can no longer walk due to a car accident, this memory may no longer be quite as happy, so the brand decided to offer these people and their families a chance for “Second First Steps”.

Describe the execution (40% of vote)

Along with a documentary film (which was broadcast digitally) aimed at a broad target base. OOH Campaign was conducted for future participants of the project, showing a pictogram in handicap signage taking “new first steps”.

List the results (20% of vote)

There was an overwhelming global response to Second First Steps. As of June 24, the number of video views on YouTube reached 42,436,794. In addition, this film inspired many others at London’s Piccadilly Circus.