Problem: Hyundai announces new brand slogan “New Thinking. New Possibilities.”, which demonstrates Hyundai’s creative and innovative brand identity. This slogan is interpreted to declare Hyundai’s will to be the trend leader in automotive market outwardly, and to achieve management innovation inwardly.
In order to announce its new slogan “New Thinking. New Possibilities.” in world market, Hyundai engaged in various advertising campaigns and Jeski Social Campaign was granted with opportunity to lead the global-branding campaign as leading members of Hyundai viewed JSC’s idea to accord with Hyundai’s new innovative global brand images.
Problem 2 : Hyundai motors requested advertisement on the billboard located in the heart of New York Times Square.
Unfortunately, the billboard was hardly visible due to interfering logos of transnational companies. To make the matters worse, ticket box of Broadway show was located in front of the billboard.
However, Jeski Social Campaign came up with a brilliant idea to convert these “obstacles” into “possibilities” and developed once in a lifetime, magnificent, spectacular project.
*Note: This project was produced through collaboration between Jeski Social Campaign, for Proposal and ideas, and New York Momentum for physical production.
문제 1: 현대자동차는창의적이고도전적인기업정체성을표현하는새로운브랜드슬로건 "New Thinking. New Possibilities."을공표한다. 이슬로건은대외적으로는새로운생각으로자동차시장에서한발앞선트렌드리더가되고자하는의지를선전포고하는것이고, 대내적으로는조직개편과경영혁신을이루기위함으로해석된다.
현대자동차는새로운슬로건 New Thinking. New Possibilities.을시장에공표하기위해대대적이고다양한홍보활동을펼치는데 '이제석광고연구소'는현대자동차가추구하고자하는도전적이고혁신적인브랜드이미지를홍보하기위한가장적임자라는판단하에현대차측주요핵심인사들의강력한추천으로인해이번글로벌브랜드캠페인의해외업무의핵심적역할을부여받는다.
