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Brilliant Kids Motor Show

Brilliant Kids Motor Show | Hyundai | Innocean
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basics
Industry: Automotive & Services
Media:Design & Branding
Market:South Africa
Style: Minimalism
descriptioncnen
Execution

The main idea of designing imaginary cars was prototyping their cars without any revisions. Those scribbly outer lines were directly reflected on the chassis, and actual crayons were used to color the prototypes. Cars inspired by steel were actually made with steel, and kids’ dream rubber cars were also made of rubber. Among a total of 7,322 designs drawn by children, HMC selected the final 15 drawings for actual production.
Outcome

1) In-house survey results showed 84% of elementary school students were eager to participate in the second Brilliant Kids Motor Show when held.2) Keyword relevance between HMC and children skyrocketed by 240%.3) 95% of the 1,600 social network comments on “Brilliant Kids Motor Show” were positive.4) The Show was recorded the most visited exhibition at DDP Design Playground: 24,114 (Apr. 21-May 31, 40 days)5) Covered by four TV prime-time news programs and exposed on articles 144 times, generating 130 million-worth media effect.6) YouTube video views jumped by a whopping 7,300%.
CampaignDescription

“Let’s open the world’s one and only kids motor show prepared by the kids, for the kids by turning their imaginative cars into reality.”Most of the global auto makers hold “drawing contests” where children sketch “imaginational cars.” However, their imaginations are merely limited to drawings at these contests. Indeed, what kids really wish for would be a dream-come-true. Building on their wishes, it was our idea to “realize their dreams and imaginations into actual cars.”
Strategy

The key to designing the campaign was translating the concepts of a “motor show” into the eyes of the children. As an automaker, HMC was the perfect client to hold such event, tapping into their know-how and directly translating it as a kids’ version. As the highlight of the show would be imaginary cars drawn by children, posters and sketch books were distributed to targets - children and mothers - at various points of contact (elementary schools, kindergartens, private institutions, online communities, SNS, department stores, HMC dealerships).
Synopsis

The auto industry today is expanding its horizon to provide more to future drivers by developing autonomous driving, connected, and eco-friendly cars. Against this backdrop, Hyundai Motor Company (HMC) is also making aggressive investments in future cars (Ionic EV, autonomous driving cars, hydrogen-fueled cars). Still, HMC believed that winning the minds of future clients was the very first step to realize these physical products in a more valuable way. Here, future clients are the “children” of today. To this end, HMC planned to carry out a campaign to build rapport in a fun and exciting way.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Copywriter:
Art Director:
Account Manager:
Producer:
Director:
Other credit:Entrant Company: INNOCEAN WORLDWIDE, Seoul, South Korea
Visual Effect Creator, NAM YOON PARK, Vixen
Agency Producer, Bae Sung Kim, INNOCEAN Worldwide
Sound Editor, Jun Yong Lim, Stone Sound
Manager, Cheol Shin, Hyundai Motor Company
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Illustration: Brand Environment & Experience Design
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