SECOND FIRST STEPS

Bronze Spike
TitleSECOND FIRST STEPS
BrandHYUNDAI MOTOR GROUP
Product / ServiceH-MEX
CategoryD04. Brand / Product Video
EntrantHYUNDAI 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

Credits

Name Company Position
Daeyoung Eum Innocean Worldwide Creative Director
Daehyun Kim Innocean Worldwide Art Director
Jisoo Kim Innocean Worldwide Art Director
Jisoo Kim Innocean Worldwide Art Director
Kiyoung Kim Innocean Worldwide Executive Creative Director
Daeun Lee INNOCEAN Copywriter
Monnhwi Lee INNOCEAN WORLDWIDE Copywriter
Hyunchul Lim Innocean Worldwide Creative Director
GYE EUN CHANG Innocean Worldwide Account Executive
BO KYUNG KIM Innocean Worldwide Account Executive
QUAN ZENG Innocean Worldwide Account Executive
WOO SEOK CHOI Innocean Worldwide Account Executive
Hyunsuk Lee Hyundai Project Manager
Saemi Shin Hyundai Project Manager

Background

Nine out of ten people with disabilities are not born with disabilities but rather develop a disability later in life. Automobile accidents are one of the greatest causes of these types of disabilities. This brand, fulfilling a responsibility that automobile companies shouldn't ignore, has developed a new mobility solution.

Describe the strategy

We selected a disabled national archer, who is paralyzed from the waist down as a result of a car accident, and his parents as the first participants of the project. The moment they experienced the Second First Steps was filmed as a documentary film instead of a pre-planned advertisement.

Describe the execution

Along with a documentary film (which was broadcast digitally) aimed at a broad target base. Additionally, OOH Campaign was conducted by showing a pictogram in a handicap sign taking “new first steps”, and seeking others from the general public who may become future participants of the project.

List the results

The film gained the support of people and the media around the world. 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.

Links
Video URL   |   Supporting Webpage