Automakers typically make use of advertising as an opportunity to showcase the merits of their products or throw shade at their competitors. But occasionally, social relevance comes into play, which Hyundai creatively and successfully leveraged in its award-winning global brand campaign.
Hyundai's creative campaign for carbon neutrality has been recognized
The South Korean automaker recently won at the 2022 edition of the Cannes Lions International Festival of Creativity in France, an annual gathering which honors the best in creative communications, advertising, and marketing. Hyundai took home the Silver Lions award for ‘The Bigger Crash’ series in the Outdoor Billboard and Print Advertising categories, while also earning a shortlist in the Design category.
Depicted in the campaign were the effects of climate change, represented by cars that were overturned not because of reckless driving but on account of severe wind speeds caused by powerful hurricanes around the world. These include Hurricane Katrina in North America and Typhoon Jebi in Japan.
The stark images underscore the call for urgent global action to mitigate the effects of climate change for succeeding generations. Through the campaign, Hyundai hopes to steer the climate change conversation towards its take on alternative means of mobility, ultimately resulting in carbon neutrality.
Electric models such as the Ioniq 5 are a step in the right direction for the automaker
“This award recognizes Hyundai Motor’s efforts to show our customers that we are sincerely committed to fostering a sustainable future,” said Sungwon Lee, Vice President and head of Brand Experience at Hyundai. “We will continue to carry out various activities to promote eco-friendly mobility under our brand vision, ‘Progress for Humanity.’”
One of the concrete steps the company has taken is spinning off the Ioniq nameplate into its very own sub-brand, focusing exclusively on developing electric vehicles. Hyundai has also reorganized its Namyang Technology Research Center to prioritize electric powertrains alongside making more efficient combustion engines.
Cannes was not the only award-giving body to recognize Hyundai’s efforts in that regard. The carmaker also won the Silver Award at Graphite Pencil in Europe’s prestigious Design and Art Direction (D&AD) for the Photography category. Other accolades include seven awards at The One Show Award in the U.S., as well as silver and bronze awards at the 2022 Art Directors Club Festival in Germany.
Know more about how car brands are making an impact at Philkotse.com.