Title | LITTLE BIG E-MOTION |
Brand | HYUNDAI MOTOR GROUP |
Product / Service | LITTLE BIG E-MOTION |
Category | C02. Data Storytelling |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR 2 | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
Production | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production 2 | PLANIT PRODUCTION Seoul, SOUTH KOREA |
Post Production | PLANIT PRODUCTION Seoul, SOUTH KOREA |
Post Production 2 | POSTFOURNINES Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jung A Kim | Innocean Worldwide | Chief Creative Officer |
Yoon Ju Lee | Innocean Worldwide | Copywriter |
Tae Hwan Lee | Innocean Worldwide | Art Director |
Bae-Sung Kim | Innocean Worldwide | Agency Producer |
Nari Moon | Innocean Worldwide | Art Director |
Doyu Yang | Innocean Worldwide | Copywriter |
Ha Yong Jung | Innocean Worldwide | Art Director |
Hye-dong Roh | Innocean Worldwide | Creative Technologist |
Seonhwa Hwang | Innocean Worldwide | Creative Technologist |
Sung Woo Kim | Innocean Worldwide | Creative Technologist |
Zuyoung Pae | Innocean Worldwide | Account Executive |
You-Lee Choe | Innocean Worldwide | Account Executive |
Seohyun Kwon | Innocean Worldwide | Account Executive |
Jinhee Choi | Innocean Worldwide | Media Planner |
Dong Jun Park | Hyundai Motor Group | Project Manager |
Jinmo Lee | Hyundai Motor Group | Research Engineer |
Beomsoo Cho | Hyundai Motor Group | Client Designer |
Sungbin Kim | Planit Production | Director |
Hyung Joon Park | Planit Production | Production EPD |
Chiyoon Kim | Planit Production | Production PD |
Cheon Ki Min | PostFournines | Post Production |
Moon Ju Jung | PostFournines | Post Production |
In Sung Kim | PostFournines | Post Production |
Ji Su Kim | PostFournines | Post Production |
Hyun Jee Eom | PostFournines | Post Production |
Hyun Do Jung | PostFournines | Post Production |
Gu Yeoung Heo | PostFournines | Post Production |
Jae Young Kim | PostFournines | Post Production |
Hyundai Motor Group developed their emotion adaptive driving technology(EAVC) into an innovative mobility solution for children patients and medical staffs. Little Big e-Motion is a one and only toy car designed just for children in their sick beds. It presents a different, special experience during the ride from their hospital bed to the treatment room. Facial recognition system in Little Big e-Motion identify the child patient’s emotion. Lightings inside and outside the vehicle change colors in steps (red-orange-green) to inform the medical staff of the child’s state. Sensors applied to the seatbelt measures heart and respiratory rate and trigger breathing exercise function to help children stabilize. Music and animation entertain and help children understand the treatment process. Various other features are designed to help children relieve stress and feel refreshed. Moreover, all these measurement data is shared with the medical staff to aid pre check-up process before the main treatment.
The Hospital is a fearful place for anyone, especially children. Medical staffs say that stress can affect young patient's willingness for treatment and even their treatment results. This insight initiated our project which took more than a year to be introduced to the world. First, Hyundai Motor Group cooperated with MIT Media Lab to draw out research tasks that developed into technologies applied to Little Big e-Motion. Facial recognition data was used to diagnose the rider's emotional state, and this data was linked together with medical staff's experiential data to be developed into the technology just for Little Big e-Motion as a theraphy car. Then we designed the campaign so that children could actually experience Little Big e-Motion physically in SJD Barcelona children’s hospital. Therefore, every internal & external design was created specifically in a child friendly way. We filmed this experience and globally executed the campaign via YouTube. Before the main film, 2 teaser films featureing the making & shipping of the mini car was uploaded on various owned media channels to boost attention. Through the campaign we helped the audience around the world realize how important not only physical treatment but also emotional care can be for young patients. Currently, Little Big e-Motion has been donated to the hospital. And is being used for further user tests and studies.