Cannes Lions

Long Live Childhood

INNOCEAN USA, Huntington Beach / HYUNDAI / 2017

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Overview

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Overview

Description

By the time a child is 12 years old, they have collected thousands of memories, big and small. Concentrating on small memories that happen happen every day, we put together a visual “scrapbook” of girls’ everyday experiences, all contained within a silhouette of a very determined girl. The silhouette is reminiscent of the paper cutouts that children create in classrooms. Our hope is that every boy and girl that is stricken with cancer can live to have these wonderful, everyday experiences.

Execution

To fully embrace the “scrapbook” design concept, we created a large (32”x 42”) piece of art that would serve as the HOW Long Live Childhood campaign centerpiece.

After reviewing hundreds of donated “everyday moments” snapshots, we culled the photographs down to 75 finals. Utilizing a custom grid designed by artist Fernando Del Rosario, we sized, cropped and rotated each photo to maximize the impact in the collage. Printed on a large format printer on canvas paper added to the subtle textures. We then photographed the finished Long Live Childhood art piece for the ad.

Outcome

As an organization, Hope On Wheels exemplifies Hyundai’s commitment to making the world a better place. Hope On Wheels holds various events throughout the year and at children’s hospitals across the U.S., where Hyundai officials present checks to regional hospitals. At the next Hope On Wheels event, the mounted artwork will be auctioned off, with all proceeds benefitting pediatric cancer research.

With greater Hope On Wheels awareness, consumers can feel better about purchasing a new Hyundai, knowing that a portion of the proceeds of the sale benefit research and treatment of pediatric cancer.

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