The “Second First Steps” project was inspired by a letter received from Jun-Beom Park, a para-archer of the Korean National Team. Ten years earlier he had lost the ability to walk in a car accident and has been in a wheelchair ever since. Hyundai Motor Group Robotics, which is specialising in wearable robotics (H-MEX) and focusing on “Technology for Humans”, had the idea to give back the quality time he missed the most by using their research and development of intelligent technologies. Thus, Jun-Beom Park’s second first step became the “first” first step for Hyundai. The company had managed to support the athlete so that he could stand up and walk again supported by technology. To redefine disabilities and help people rise up to the impossible – this mission by Hyundai is emphatically visualised in the campaign. After an overwhelming global response to Jun-Beom Park’s filmed story, which touched people and the media around the world, the company is already working on the next steps and launched the project internationally.
Statement by the Jury
The philosophy of automotive and technology company Hyundai of devoting its research and development entirely to the wellbeing of people is very well expressed in the emotionally convincing and authentically told film of this brand campaign. The metaphorical idea of “Second First Steps”, which opened up an entirely new perspective for the protagonist, is presented in a vivid and inspiring manner.
Credits
Client:
Hyundai Motor Company, Seoul, South Korea
Design:
Innocean Worldwide, Seoul, South Korea
Project Team:
Kiyoung Kim (Executive Creative Director)
Hyunsuk Lee (Manager)
Saemi Shin (Senior Manager)
Daeyoung Eum (Copywriter)
Hyunchul Lim (Copywriter)
Moonhwi Lee (Copywriter)
Gahee Park (Creative Coordinator)
Gye Eun Chang (Account Management)
Bo Kyung Kim (Account Management)
