"Targeting MZ Generation" Hyundai Construction's 'IMAGINATION Campaign' with Young Artists

[Asia Economy Reporter Yuri Kim] Hyundai Engineering & Construction announced on the 21st that it will conduct the 'IMAGINATION Campaign' themed 'Construction is Imagination' through online channels such as Hyundai Engineering & Construction's YouTube and Instagram.

This campaign is the fourth brand campaign conducted by Hyundai Engineering & Construction since 2018, following the web drama 'Exciting Office Youth, Hyundai Geonseol', Kisum's music video 'Make Your Own Style', and the photo exhibition 'Construction is Passion; Modern Life, Constructive People'. Considering the quarantine situation, it will present an online exhibition and AR filters using augmented reality. Hyundai Engineering & Construction explained that it focused on the 'digital brand experience' of the MZ generation, referring to those born from the 1980s to the early 2000s.

This branding campaign was carried out with attention to the 'power of construction to turn imagination into reality' through projects such as the irregular-shaped museum expressing desert roses (Qatar National Museum) and the world's longest sea bridge spanning 50 km (Kuwait Sheikh Jaber Causeway Sea Bridge).

The 'IMAGINATION Campaign' utilized the safety helmet commonly seen at construction sites as an object (Objet) and collaborated with five young artists. Diorama designer Ahn Jung-hoon implemented an eco-friendly future city on a hemispherical safety helmet reminiscent of the Earth, illustrator Ari customized cute and lovely illustrations as stickers, transforming the helmet into a 'hip' safety helmet full of MZ generation personality. Fashion designer Lee Sung-dong added warmth to the helmet by recycling family clothes, Oriental painter Lim Bo-young provided healing with nature-inspired paintings, and architect Kim Yi-hong suggested a futuristic image by combining the sturdiness of construction with elastic materials.

Hyundai Engineering & Construction explained that this campaign goes beyond just unveiling artworks by producing Instagram AR filters using augmented reality for the first time in the construction industry, expanding into a voluntary sharing platform for the younger generation familiar with digital communication.

The 'Instagram AR filters,' which recognize faces during Instagram story camera shooting and add graphics, were produced in three types: ▲Hyundai Engineering & Construction Global Landmark Tour edition ▲Hyundai Engineering & Construction Imagination Land Family edition ▲Hyundai Engineering & Construction Magazine Cover Model edition.

A Hyundai Engineering & Construction official said, "In line with the recent trend of untact (non-face-to-face), we planned this to allow customers to experience and empathize with construction more familiarly through unique artist collaboration works and virtual experiences," adding, "We plan to further strengthen digital marketing including SNS in the future."

This campaign by Hyundai Engineering & Construction can be accessed through Hyundai Engineering & Construction's official YouTube and Instagram, and can also be viewed on Hyundai Engineering & Construction's Facebook, Naver Blog, and Hyundai Motor Group's SNS channels.