LUCKY GUY

ClientHYUNDAI MOTOR EUROPE
Category A05. Automotive
TitleLUCKY GUY
Product/ServiceTUCSON
Entrant INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Idea Creation INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Media Placement HAVAS MEDIA Frankfurt, GERMANY
Production TEMPOMEDIA Hamburg, GERMANY
Production 2 ACHT HAMBURG, GERMANY
Production 3 MOKOH MUSIC Berlin, GERMANY
Production 4 STUDIO FUNK Berlin, GERMANY
Additional Company PRODUCTION SERVICE SCANDINAVIA Copenhagen, DENMARK
Additional Company 2 HYUNDAI MOTOR GROUP Frankfurt, GERMANY
Credits
Name Company Position
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

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. The song “Lucky Lucky Lucky Me” by Evelyn Knight is the spinal cord of the film, setting a contrast to the images. As we see a man working hard to make ends meet, the lyrics describe someone living a lucky life – bringing the film to a whole new level.

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. And it worked. The song had the magical effect of being a true ear worm. 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.