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Creative

Hyundai Moves 'On to Better' with Campaign from Innocean Berlin

Sebastian Strasser directs an eye-catching journey that blurs the lines between reality and imagination

Hyundai Moves 'On to Better' with Campaign from Innocean Berlin

Hyundai is leading the race to electrification and its family of electrified SUVs is here to prove it. To promote it, the Korean car maker teamed up with Innocean Berlin, acclaimed director Sebastian Strasser and Oscar-winning cinematographer Linus Sandgren to create a campaign that shows what goes into the making of extraordinary.

In the film, Hyundai takes a deep dive into the life and mind of a car designer on his relentless quest for better. An endeavor that is all but a smooth ride and can only be achieved when one steps into the unknown, and challenges what’s possible. Or in the famous words of Chung Ju-yung, Hyundai’s founder, “Nothing is impossible if you break the mold”.


The brand shows the process of creating some of its most recent and cutting-edge models - the KONA Electric, the SANTA FE Plug-in Hybrid, the NEXO Fuel Cell, and the all-new TUCSON Hybrid - from early sketches, to intricate computer renders, to clay models, all the way to the finished cars.

This eye-catching journey blurs the lines between reality and imagination and counts with an original score by Berlin-based electronic musician Sascha Ring, and visual effects by The Mill (Berlin and London).

The campaign, shot in Berlin during the summer of 2020, is Hyundai Europe’s largest campaign to date and is currently running across the continent on TV, Social Media, print and OOH.

Gabriel Mattar, European CCO, Innocean Berlin, comments: “The beauty of this campaign is that it captures the vision of Mr. Chung, the founder of Hyundai, while talking about a truly innovative range of products. “On to better” represents everything the brand stands for since it was founded in the 70s up until this day. A relentless drive on the pursuit of excellence and constant improvement, through dedication and hard work. In that sense, it doesn’t come as a surprise that Hyundai is the first automaker to offer a complete range of electrified SUVs. Our campaign is the living proof of that spirit."

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Client: Hyundai Motor Europe

CMO: Andreas-Christoph Hofmann

Director Marketing: Laura Rathai

Head of Brand Strategy & Campaign: Andrea Razeto

Brand Strategy Manager: Hyang A Kim

Agency: Innocean Berlin

European Chief Creative Officer: Gabriel Mattar

Executive Creative Director: Ricardo Wolff

Associate Creative Director: José Gomes

Associate Creative Director: Pedro Lourenco

Art Directors: Bianca Heusch, Gonçalo Martinho, Meri Giorgobiani

Copywriters: Andy King, António Neto, Rohan Vitus Fernandes

Client Service Director: Jonathan Hill

Business Director: Björn Wilke

Sr. Account Director: Sven Kuebler

Sr. Account Manager: Joanna Quintanilla

Page 3 of 3

Account Manager: Lin Fang

Junior Digital Account Manager: Ichraq Sabbani

Head of TV: Fabian Barz

Senior Art Buyer: Martina Teuchnerova

Associate Creative Director Digital: Timo Kanehl

Creative Director: Igor Karpalov

Senior Designer: Christoph Stender

European Strategy Director: Sophia Goerner

Senior Strategist: Fernanda Czarnobai

Film Production Company: ANORAK

Managing Director: Christiane Dressler

Director: Sebastian Strasser

Cinematographer: Linus Sandgren

Executive Producer: Catherine Baikjousis

Producer: Björn Krüger-Levy

Line Producer: Karin Rudokas

Editing: Schnitbar

Editor: Toni Froschhammer

Production Designer: Marketa Korinkova-Taplin

Art Director: Friederike Goebbels

Prop-Master: Magda Swiatek

Styling/Wardrobe: Dorothee Hohndorf

Casting: Emma Chitty

Post-Production: The Mill Berlin & London

Creative Director: Dan Williams

Executive Producer: Clare Melia, Justin Stiebel

Producer: Imogen Pai

VFX Supervisor: Stefan Susemihl

On Set VFX Supervisor: Dan Williams, Stefan Suemihl, Laurent Giaume

CG Supervisor: Dave Hempstead

2D Supervisor: Pete Hodsman

Music: “Ap_piano” by Sascha Ring

Sound Studio: Basis Berlin

Sound Engineer: Ansgar Frerich

Category: Automotive , Cars

Genre: Visual VFX