Eurobest

The Bigger Crash

JUNG VON MATT AG, Hamburg / HYUNDAI / 2022

Awards:

4 Silver Eurobest
4 Bronze Eurobest
12 Shortlisted Eurobest
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Overview

Entries

Credits

Overview

Background

Hyundai wanted to announce worldwide it’s going carbon neutral. The brand wanted to communicate it in a different and impactful way, creating more than a statement but with a campaign that sounds more like a warning. It’s undeniable - Climate change is getting worse and strengthening more catastrophes around the world like floods, hurricanes, and storms. For this reason, we had a look to what these phenomenons leave behind, framing this like a bigger crash in which we are all involved. Using a stereotyped road safety communication approach, we twisted the message by depicting a bigger crash than a car one. We collected data, names and real speed of typhoons and hurricans that hit different part of the world in the last 10 years. The campaign was aired in Asia, Europe and USA.

Idea

The ‘Bigger Crash’ campaign is a punch in the gut. Every one of the photos in this campaign is authentic. They have all been taken by professional photographers who have been witnessing and capturing these kinds of tragedies for some time. The five images at the heart of this campaign feature hurricanes, typhoons, and storms that have recently crashed onto land and destroyed cities. At first glance, you might think that this campaign is about car accidents especially as there is a name and a speed noted on each image.But, if you look carefully, the big picture frames an even bigger crash - an hurricane that is leaving desolation and destruction in its wake. Instead of relating to a car crash victim, the name and the speed refer to the name and the speed of the cyclone, thus closing the loop and shedding light on the pressing issue of extreme.

Execution

The visual composition is made up of a shocking picture of a car destroyed by a hurricane.

The message composition is broken down into 3 levels.

The name and speed of the hurricane - to make the audience wonder it's a car accident.

The title and concept with body reduced by 60%.

And finally, there is a caption showing that the photo is real and not produced.

Outcome

The campaign was highly discussed on social media while the topic climate change was at its peak during the COP26. We reached more than 42 million people, had more than 87 Million impressions and hat 210 % positives reactions in Social Media between 10/31 - 11/21, the duration of COP26.

Hyundai registered an high volume of traffic on its website and people start to feel the car brand as part of the solution.

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