Title | SECOND FIRST STEPS |
Brand | HYUNDAI MOTOR GROUP |
Product / Service | H-MEX |
Category | D04. Brand / Product Video |
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 |
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 |
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.
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.
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.
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.
Video URL | Supporting Webpage