CANNES: Hyundai Motor’s pioneering ‘A Message to Space’
has won three Bronze Lions in the Film Craft, Direct, and Outdoor categories at the 2015 Cannes Lions International Festival of Creativity.
Since launching on April 13 this year, the Hyundai Motor campaign has been centre of attention on social media around the world. The ground-breaking film has taken the internet by storm, attracting more than 65 million views on YouTube with AdWeek ranking the film number one in its chart of the 10 most watched ads on YouTube in April.
In addition, the video was aired more than 800 times on US national TV channels such as ABC, Fox TV, and NBC, in addition to being covered by numerous high-profile print and online media including TIME, People and Forbes. The Lions award follows last month’s Third Prize Award in the ‘Film: Use of Medium’ category at the 2015 New York Festivals World’s Best Advertising awards.
The innovative campaign tells the story of how Hyundai Motor sent a message from a 13-year-old girl to her astronaut father. In the video, 11 Genesis cars write a huge message, covering about 5.55 km2, on the Delamar Dry Lake, Nevada – an image the girl’s father was able to capture from the International Space Station.
In a unique extension to the concept, Hyundai Motor invited viewers to create their own virtual message to share with loved ones, an opportunity taken up by more than 85,000 people around the world.