Innocean Partners with Hyundai Motor Company and Hwaseong City to Launch CSR Campaign

Innocean, Hyundai Motor Company & Hwaseong City Join Hands to Launch CSR Campaign. (Photo by Innocean.)

[Asia Economy Reporter Jeon Jinyoung] Innocean announced on the 17th that it conducted a CSR campaign called ‘Upcycling,’ which gives new value to automotive waste.

This campaign, jointly promoted by Innocean, Hyundai Motor Namyang Research Center, Hwaseong City, and Hwaseong City Social Welfare Council, reprocessed seat waste discarded during the car manufacturing process into a ‘card wallet DIY kit’ that can be used in daily life, creating new value for the environment. A total of 2,000 wallets were produced and delivered to elementary school students in Hwaseong City, Gyeonggi Province, where Hyundai Motor Namyang Research Center is located.

The wallet was developed so that the target elementary school students could easily make it without safety accidents, without the need for knives, scissors, or hammers. By folding the leather seat cross-section in order and securing it with the provided button, a portable card wallet is completed.

Along with this, an offline experiential learning class introducing the DIY kit development process and usage was also held. To widely promote this campaign to students who could not participate in the class, an educational video introducing upcycling and Hyundai Motor’s CSR activities was distributed.

Hyundai Motor Namyang Research Center has been operating continuous social contribution programs targeting children, adolescents, low-income families, and immigrants in cooperation with Hwaseong City for regional community development. Innocean participated in planning this CSR campaign, and Upcyclist, the operator of ‘Nukkak Korea,’ which has recently been recognized as an eco-friendly brand among the MZ generation, was in charge of producing the card wallet DIY kit.

Innocean has also consistently conducted projects researching waste materials such as bumpers, airbags, seat belts, and tire innertubes generated from vehicles in collaboration with Hyundai Motor and upcycling them.

Kim Jaepil, Head of Media at Innocean, said, “By not simply discarding automotive waste but giving it new value, we wanted to naturally convey the concept of eco-friendliness that cares for the earth to children,” adding, “We will continue to actively carry out CSR campaigns that help society and enhance advertisers’ brand images through various ideas and research.”