SECOND FIRST STEPS

TitleSECOND FIRST STEPS
BrandHYUNDAI MOTOR GROUP
Product / ServiceH-MEX
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

Why is this work relevant for Integrated?

By using TV broadcasts, cinema and outdoor media, this brand is targeting those who have developed a physical disability due to a car accident, this brand is changing the medical field by launching a project that goes beyond driving.

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 big main causes for these types of disabilities. The brand offers new mobility to return the precise time they lost due to their car accident.

Describe the creative idea

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 at “Second First Steps”.

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, an OOH Campaign was conducted for future participants of the project by showing a pictogram in handicap signage taking “new first steps”.

List the results

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