| Title | LUCKY GUY |
| Brand | HYUNDAI MOTOR EUROPE |
| Product/Service | TUCSON |
| Category |
A08. Use of Licensed or Adapted Music |
|
Entrant
|
INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
|
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Idea Creation
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INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
|
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Media Placement
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HAVAS MEDIA Frankfurt, GERMANY
|
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Production
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TEMPOMEDIA Hamburg, GERMANY
|
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Production 2
|
ACHT HAMBURG, GERMANY
|
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Production 3
|
MOKOH MUSIC Berlin, GERMANY
|
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Production 4
|
STUDIO FUNK Berlin, GERMANY
|
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Additional Company
|
PRODUCTION SERVICE SCANDINAVIA Copenhagen, DENMARK
|
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Additional Company 2
|
HYUNDAI MOTOR GROUP Frankfurt, GERMANY
|
Credits
| Jeremy Craigen |
INNOCEAN Worldwide Europe |
Global Chief Creative Officer |
| Gabriel Mattar |
INNOCEAN Worldwide Europe |
European Chief Creative Officer |
| Andreas Cordt |
INNOCEAN Worldwide Europe |
Chief Operating Officer |
| Andrea Razeto |
INNOCEAN Worldwide Europe |
Business Director |
| Ricardo Wolff |
INNOCEAN Worldwide Europe |
Executive Creative Director |
| Reinier Gorissen |
INNOCEAN Worldwide Europe |
Senior Copywriter |
| Marlon von Franquemont |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Felipe Cury |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Halil Mete |
INNOCEAN Worldwide Europe |
Illustrator |
| Morten Frantz |
INNOCEAN Worldwide Europe |
Senior Creative Producer |
| Sven Kuebler |
INNOCEAN Worldwide Europe |
Senior Account Director |
| Lin Fang |
INNOCEAN Worldwide Europe |
Account Manager |
| Min Kyung Park |
INNOCEAN Worldwide Europe |
Account Manager |
| Anna Nowak-Otto |
INNOCEAN Worldwide Europe |
Senior Strategy Manager |
| Sophia Goerner |
INNOCEAN Worldwide Europe |
European Planning Director |
| Mark Fosbueary |
INNOCEAN Worldwide Europe |
European Creative Services Director |
| Maria Vittoria Montanari |
INNOCEAN Worldwide Europe |
Senior Media Manager |
| Wolfgang Ruch |
Havas Media Group |
European Hub Director Hyundai-Kia |
| Charles Guard |
Tempomedia Filmproduktion GmbH |
Director |
| Thomas Guard |
Tempomedia Filmproduktion GmbH |
Director |
| Alexander Schildt |
Tempomedia Filmproduktion GmbH |
Executive Producer |
| Stephan Brockmann |
Tempomedia Filmproduktion GmbH |
Producer |
| Marcel Zyskind |
Tempomedia Filmproduktion GmbH |
Director of Photography |
| Lena Schulz |
ACHT Hamburg GmbH |
Producer |
| Ted Guard |
ACHT Hamburg GmbH |
Editor |
| André Gelhaar |
ACHT Hamburg GmbH |
Editor |
| Maximilian Baule |
ACHT Hamburg GmbH |
Colourist |
| Stephan Moritz |
MOKOH Music |
Executive Producer |
Tell the jury about the choice of music track.
We knew the music would be a crucial element of the film. So, once the client approved the script, we’ve spent weeks looking for the right track. Finally, we landed on Evelyn Knight's song "Lucky Lucky Lucky Me" that was released in 1950. From the first second, we knew it was the right song for the film.
The song is the spinal cord of the film and sets a contrast to the movie visuals. As we see a man working hard to make ends meet, the lyrics describe someone living a lucky life. This way the song brings the film to another level.
And it worked. It was an instant hit and lead to millions of views and plays online across multiple channels like Youtube and Spotify. On top, it reached the charts of the top-5 most Shazamed ads.
Write a short summary of what happens in the film
The story is based upon the insight that successful people often don’t get properly recognized for their efforts. When judged from the outside, it’s easy to think that they just got lucky.
We follow the struggle of a man working around the clock to achieve his goals, being private or professional. And funnily enough, the harder he works, the luckier he seems to get.
By setting a contrast to the images, the song brings the film to another level. As we see a man working hard to make ends meet, the lyrics describe someone living a lucky life.
Cultural/Context information for the jury
As it was a European campaign, the song needed to have an international feel and connect to people from different cultures. From the UK, to France and Turkey, people were instantly caught by the song. As a result, thousands of people went online to listen to the song again and watch the film. Many people commented about having the song stuck in their head for the rest of the day.
Mainly thanks to the music, the campaign reached 136 million impressions online, and millions of Youtube views and comments. The campaign helped Hyundai to increase sales and achieve the best-ever Q3 in 2018, with the Tucson as best-selling model.