, , … Safety Technology covers very professional field of the vehicle, and that is why it is difficult and complicated. However, Hyundai Motor Company approaches the topic from a different perspective. Isn’t Safety Technology originally for humans to use? Can we make easier and enjoyable approach to the customers?

1) Harmony of Safety: Characters with unfamiliar names show up and start to sing a capella. Those are the Hyundai Motors' Safety Technology showing off their stunning harmony. From the easy, harmonious, and enjoyable approach, they work each and every part of the car and collaborate for the secured driving. They say solely for the driver's safety, .

2) Team Play: Strange voice starts to whisper in the ordinary driving car. If you follow the repetitive voice, unfamiliar person with a character on the mouth shows up in the front passenger seat. When the unexpected accident happens, three or four of them team up and keep the driver from the sudden collision and the lane departure. Hyundai Motors safety technologies always collaborate as a team. Therefore, any unpredictable accidents can be avoided since no matter what happens, always there will be the Safety Team.

1) Naming : Nicknames (ex: LKAS) were given to replace the complicated Safety Technology (ex: Lane Keeping Assist System).

2) Characterizing : strong, relaxed, nimble, and smart characters (with thick, high, soft, and sharp voices) were given based on the characteristics of the technology.

3) Harmonizing : Every single technology came together as a team to sing the a capella .

4) Presentation : Main film presents how the well-designed characters assemble with the Safety Technology to lead the enjoyable drive.

Two films were made to show how the technologies work as a team to keep the driver safe in real life situations.

Short clips were made for each technology to let the users understand the mechanism easily.

5) Platform : To let the users understand and notice which safety technology has been applied to which vehicles, each of the characters has given the place where they have been used.