Why is this work relevant for Brand Experience & Activation?

Genesis has launched the Electrified G80, the first electric vehicle with sustainable interior materials. We held a special exhibition ‘RE: CREATE’ focusing on the cultural context of ‘Value Transition’, from the internal combustion engine to the electric engine era, from the era of overproduction/consumption to the era of sustainable upcycling.

Background

Genesis, which declared 100% electrification of new vehicles from 2025, has launched the Electrified G80, the first electric vehicle with SUSTAINABLE INTERIOR MATERIALS as its starting point.

Describe the creative idea (20% of vote)

We focused on the cultural context of ‘Value Transition’, from the internal combustion engine to the electric engine era, from the era of overproduction/consumption to the era of sustainable upcycling. In the midst of this trend, the Electrified G80 holds its significance as an evidence that symbolizes rediscovering values through a shift in paradigm. Thus, we named this special exhibition 'RE:CREATE'.

Describe the strategy (20% of vote)

The recreated values of are as below. (1)The Product: Electrified G80 From internal combustion engines to electrified engines. Leftover scrap woods to an interior material. (2)The Venue: The Seoul Oil Tank Culture Park From abandoned oil depot to an exhibition center for culture and art. (3)The Artist: Kang Young-min (Upcycling Artist) From useless plastic waste to a work of artistic metaphor.

Describe the execution (30% of vote)

[EXHIBITION ZONE] (1) NEW ENERGY ERA : Just as the old oil reserve has transformed into a space for cultural enjoyment, artworks displayed here contain the creative moment of rediscovery of values. (2) UPCYCLING VALUE : Youngmin Kang's work shows the sustainable value that has been reborn as a beautiful work of art from discarded PET bottles. (3) GENESIS PERSPECTIVE : A collage artwork with recycled PET fabric and recycled PVC pipes applied to ELECTRIFIED G80.

List the results (30% of vote)

In consideration of the COVID-19 situation and the difficulty of visiting the exhibition in person, we have created/distributed docent content by cultural art columnist Kim Tae-Hoon, so that more people can experience the exhibition entirely online. Through this, we invited a wider range of audience to experience the value of RE:CREATE online, reaching up to over 1 million views on Genesis official social accounts.