Title | SECOND FIRST STEPS |
Brand | HYUNDAI MOTOR GROUP |
Product / Service | H-MEX |
Category | A03. Durable Consumer Goods including Automotive |
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 |
By using TV broadcasts, cinema and outdoor media, this brand realizes its vision of pursuing progress for all humankind, reaching beyond the areas typically explored by automobile companies. The brand has created a new mobility technology, turning vision into reality, instead of promoting a manifesto advertisement.
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.
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”.
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, an OOH Campaign was conducted for future participants of the project by showing a pictogram in handicap signage taking “new first steps”.
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