LITTLE BIG E-MOTION

Short List
TitleLITTLE BIG E-MOTION
BrandHYUNDAI MOTOR GROUP
Product / ServiceLITTLE BIG E-MOTION
CategoryC02. Data Storytelling
EntrantINNOCEAN 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

Credits

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

Describe the creative idea

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.

Describe the execution

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.

Links

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