Hyundai’s IONIQ 5 robotaxi is an all-electric, fully-autonomous vehicle that brings together Hyundai’s award-winning design and Motional pioneering driverless technology. And in 2023 it was launched onto the streets of Las Vegas. But the robotaxi doesn’t just handle the streets of Vegas; it actively learns from them too, training its algorithm with each traffic situation it encounters. And if it can do that, then it’s ready to handle just about anything. The problem is that so much communication around self-driving cars often relies on complex jargon, which risks making people confused, even mistrustful, of autonomous driving. So the task was to showcase Hyundai’s groundbreaking innovation in a way that anyone could understand.

The print motives ran in automotive publications with a total circulation of over 500,000, as well on Hyundai’s digital and social channels. “Trained by the Unexpected” was initially launched in Las Vegas, during the Consumer Electronics Show (CES), with digital OOH placements, before its global launch across print, digital and OOH.