CLIENT

Hyundai Motors

PUBLISHED

July, 2012

MEDIA

Multimedia

ROLE

Advertising Art Director

―

Since its first introduction in North America in 1986, Hyundai Motor has become one of the leading automobile manufacturers in terms of market share, volume, and overall performance. Globally, the brand has become the world’s fifth-biggest automaker today. The management is keen to improve its relatively low brand value, which consultancy Interbrand ranked at No. 8 in the global auto industry last year. The company unveiled a new brand slogan seeking to transform its image as a maker of value vehicles into one that evokes “modern premium.” Under the new brand strategy, it aspires to emulate smart premium products distancing itself from the typical “old money“ brands.

The brand’s core value is at its innovation and technology. From its highest quality steel frames to aerodynamic design and best-in-class engines, the real reasons why Hyundai was able to exponentially grow in the recent decades are its engineering advancement that actually matters in the lives of everyday people. They are not just making cool technologies but innovating everyday mobilities. Our team of four advertising directors came up with a campaign to deliver this message to mass audiences.