Cultural / Context information for the jury

In Australia, surfing is a competitive sport, fuelled by progression, while attracting sponsorships from competing brands vying for exposure.

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Rather than just sponsor a surf competition, Hyundai created their own. One of the most innovative surf competitions ever held in Australia. A set of keys hung five metres below an electric blimp. The first surfer to perform an aerial out of the wave, grab the keys, and land back on the wave won a Kona Electric. To entice surfers to our little-known event, Hyundai Electric Air ran on the same day on the same beach as another surf competition. Not surprisingly, surfers that turned up to that competition instead came over and surfed in ours for a chance to pull off this world first surfing maneuver.