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.

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.

We collected data and real imagery of cars crashed by iconic hurricanes, cyclones and thyphoons around the globe, telling the exact speed they’ve been hit with. We aired each motifs in those places where the catastrophe hit making the ads relatable with our target audience.

The campaign started on October 28, 2021 and ended on December 04, 2021.

Social-Media: YouTube, Instagram, Facebook in Singapore, Philippines, Malaysia and Indonesia,

One article on Hyundai-Website (global),

Digital Billboard in Singapore,

5 Print Ads in the United States and Korea.

Social-Media 28. October - 10. November 2021

Paid Social-Media Ads

Digital Billboard 28. October - 10. November 2021

7 mall screens

42 spots per screen per day

14 days

Magazines:

Graphic Design (Irma): 18.10.2021

Adweek (Katrina): 01.11.2021

T-Magazine (Jebi): 04.12.2021

Monthly Design (Hayian): 24.11.21

Photography Arts Magazine (Blanca): 29.11.2021

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.