Responses by Matteo Maggiore, creative director, Jung von Matt/Neckar.
Background: This campaign promotes Hyundai’s journey toward carbon neutrality.
Design thinking: Modern vehicles, including those we drive daily, are outfitted with sophisticated technologies designed to enhance our driving experience, making driving smoother and safer. Hyundai stands at the forefront of integrating technology into its car production, ensuring safety and innovation go hand in hand. However, it’s important to acknowledge that, despite the advanced safety features available in today’s automobiles, none can shield us from the impacts of climate change, such as floods, landslides, sandstorms, blizzards, hurricanes and wildfires. The only real defense against these increasingly frequent and severe events is a commitment to carbon neutrality. With this understanding, we developed our concept, underscoring carbon neutrality as the paramount safety feature for our future.
Challenges: We opted for a documentary and reportage style, choosing images captured by professional photographers that depict the stark reality of climate change disasters. One of the most challenging aspects was sourcing the right images that seamlessly fit the narrative structure of our concept.
Favorite details: We are proud of Hyundai’s bold and appropriately urgent approach to addressing this issue. It’s rare to see a client openly acknowledge that their product or technology, while significant, pales in comparison to the urgency and severity of issues like climate change.
New lessons: More than a learning, I want to use this space to thank my team and the client for their unwavering motivation and fierce determination to bring this campaign to life. Working alongside individuals who are willing to go the extra mile for an idea they truly believe in is an absolute pleasure.
Visual influences: In 2022, my team spearheaded the campaign The Bigger Crash for Hyundai, addressing the same brief. Consequently, we chose to maintain the same tone of voice to ensure continuity and consistency throughout our messaging. Our approach was grounded in authenticity: real facts and images with no staged content.
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