| Spikes Asia, 2015 | ||
|---|---|---|
| Film | TV & Cinema Films: Cars & Automotive Services | Bronze Spike |
Media: TV & Cinema Films
Category: TV & Cinema Films: Cars & Automotive Services
Award: Bronze Spike
Client: HYUNDAI MOTOR COMPANY
Product: PRODUCT IDENTITY
Product/Service: PRODUCT IDENTITY
Advertising Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production Company: THE VIRAL FACTORY London, UNITED KINGDOM
Division Account Director: Tae Yong Kim (INNOCEAN WORLDWIDE)
Group Account Director: Joon Soo Choi (INNOCEAN WORLDWIDE)
Account Director: Hyun Woong Kim (INNOCEAN WORLDWIDE)
Account Director: Sung Han Kim (INNOCEAN WORLDWIDE)
Account Executive: Sung Min Bae (INNOCEAN WORLDWIDE)
Account Executive: Sung Jae Kim (INNOCEAN WORLDWIDE)
Account Executive: Ji Su Yang (INNOCEAN WORLDWIDE)
Executive Creative Director: Jung A Kim (INNOCEAN WORLDWIDE)
Creative Director: Jung Hyun Park (INNOCEAN Worldwide)
Copy Writer: Lee Ra Hong (INNOCEAN Worldwide)
Art Director: Jong Hyun Kim (INNOCEAN Worldwide)
Digital Campaign Planning: Eun Jeong Shim (INNOCEAN WORLDWIDE)
Media Planner: KYUNGHO PARK (INNOCEAN WORLDWIDE)
Creative Director: Ed Robinson (The Viral Factory)
Account Executive: Matt Smith (The Viral Factory)
Director: Kit Lynch-Robinson (freelancer)
Director Of Photography: Garry Shaw (freelancer)
Producer: Veronica Saez (The Viral Factory)
Account Executive: Kate Doyle (The Viral Factory)
Digital Campaign Planning: Sophie Kay (The Viral Factory)
Brief Explanation
Genesis has 3 cutting-edge features as the following:
1. ASCC (Advanced Smart Cruise Control) Maintains a safe distance with the front vehicle
2. LKAS (Lane Keeping Assist System) Automatically corrects the direction of the vehicle within the lane 3. AEB (Autonomous Emergency Braking) Automatically stops the vehicle in danger of collision
Then how can we make the audience believe these? We decided to show the technologies through a live situation. With 6 talented Hollywood’s stuntmen, including 'Buddy Joe-hooker', we filmed the Genesis technologies. No tricks, No CG but capturing the amazement as it is.
Step 1. The six Genesis are driving in a line with ASCC mode on.
Each driver starts to jump out of the car except the 1st driver.
Step 2. The 1st driver covers his eyes, and all vehicles moves within the lane with LKAS even on a curve.
Step 3. The trailer in front of the convoy brakes suddenly, then the vehicles slow down to a stop automatically with AEB system.