[Asia Economy Reporter Hyunseok Yoo] Hyundai Motor Company's global brand campaign, The Bigger Crash, won the Silver Lion at the world's most prestigious advertising festival, the 2022 Cannes International Advertising Festival.
Hyundai Motor Company announced on the 27th that it won the Silver Lion in the print and outdoor advertising categories at the 2022 Cannes International Advertising Festival held from the 20th to the 24th (local time), and was shortlisted in the design category, which corresponds to an honorable mention.
The campaign features images of cars overturned by strong winds in cities devastated by actual natural disasters such as Hurricane Katrina, which struck the southeastern United States in 2005, and Typhoon Jebi, which occurred in Asia in 2013.
By using the wind speeds during the natural disasters, such as "Katrina 280 km/h" and "Jebi 285 km/h," rather than the speed of the cars, the campaign conveys the seriousness of climate change, which is intensifying due to increased carbon dioxide, and emphasizes the need for eco-friendly movements for future generations.
A Hyundai Motor Company official said, "This award is the result of sincere communication that allowed customers to empathize with Hyundai Motor Company's movement toward a sustainable future," adding, "We will continue various activities to promote the direction of eco-friendly mobility under Hyundai Motor Company's brand vision, 'Progress for Humanity,' in the future."
Established in 1954, the Cannes International Advertising Festival is one of the largest events in the advertising industry. This year, more than 25,000 works were submitted from about 90 countries worldwide.
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