Hyundai creates a visual metaphor to show what driving its new e-SUV feels like

August 2021 | Berlin

Hyundai’s electrified family keeps growing with the launch of its new entry model into the SUV segment: the all-new BAYON. Together with celebrated film director Tino (best known for the Cannes Lions Grand Prix “100” for Leica), Stink Films, BAM photographers, and Innocean Berlin, the Korean car maker gives us an unexpected insight on what it feels like to drive their new B-segment SUV.

Describing the rationale behind the integrated “Ready for new Heights” campaign, Gabriel Mattar, European CCO of Innocean Berlin, says: “People love SUVs because they give us a better view onto the road ahead and the world around us. They make us feel taller, safer and confident behind the wheel. This was the springboard for the launch campaign of the new Hyundai BAYON – a compact e-SUV that will shake up the SUV market and take people and Hyundai to new heights”.

The centerpiece of the campaign is the film “New Heights”. With Parra for Cuva’s song “Ordel” as soundtrack, the film shows a woman walking into a gallery space where an interactive installation takes her by surprise, and transports her on a journey above the buildings of a big metropolis – a visual metaphor for the feeling of driving the new Hyundai BAYON, which combines best-in-class connectivity and safety features with a higher seating position.

To bring this metaphor to life, the brand set up a giant screen, consisting of hundreds of HD LED panels, that let the viewer experience the world from a higher perspective, in a visceral and sensorial way.

The moving image piece counts with visual effects by Katalyst (Berlin), sound design by NHB, and is complemented with the pictures created by photographer-duo BAM, where the campaign tagline comes to life through unexpected angles, that blur the lines between lifestyle and car photography. The BAYON launch campaign is set to run across European markets and is accompanied by a large number of assets, including digital media, TV, print, OOH, POS and social media content.

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CONTACT

Leticia Rial
Director, Corporate Strategy & Business Planning
l.rial.ungaro@innocean.eu