Title	FORWARD THINKING DRAMA ON ITV SPONSORED BY HYUNDAI
Brand	HYUNDAI MOTORS UK AND ITV DRAMA
Product/Service	HYUNDAI NEXO, HYUNDAI KONA AND HYUNDAI IONIQ
Category	F01. Use of Film
Entrant	INNOCEAN WORLDWIDE UK London, UNITED KINGDOM
Idea Creation	INNOCEAN WORLDWIDE UK London, UNITED KINGDOM
Media Placement	HAVAS LONDON, UNITED KINGDOM
Production	DOG EAT DOG London, UNITED KINGDOM
Additional Company	VIRTUAL TV DEPARTMENT London, UNITED KINGDOM

Name	Company	Position
Dom Sweeney	Innocean Worldwide UK	Creative Group Head
Gaz Hunt-Sutherland	Innocean Worldwide UK	Copywriter
Adina Cioceanu	Innocean Worldwide UK	Copywriter
David Hampton	Innocean Worldwide UK	Account Director
Emma Smalley	The Virtual TV Department	Producer

Write a short summary of what happens in the film

The script begins at the end of the story - with our female hero angrily ripping apart a stuffed teddy bear, before becoming fixated on her car’s headlights. It’s at this very moment, that the entire story goes in reverse. Our reverse-running storyline continues, revealing all the elaborate events that came before our opening scene. And involves a corrupt policeman, a man in disguise, a bag full of money, an unfortunate teddy, and a trio of innovative new cars. The storyline comes to an epic end when we reveal why the car’s headlights, caught the attention of our female hero. Diamonds!

Cultural / Context information for the jury

The elaborate reverse-running story came as a continuation of our client’s brand campaign - which centres on the history of the brand and demonstrates just how much progress they have made. As this mini-series aired along with award-winning drama, we needed to create an engaging narrative, and plot twists to keep the audience entertained and the tone of voice in line with the sponsored shows.

Explain how the work innovatively used the film medium.

Our mission was to progress traditional storytelling in TV sponsorships and capture the attention of our audience like never before. So we created 80 seconds of reverse-running drama and split them into 8 idents that ran alongside award-winning drama series. Each ident had its own story and could be enjoyed as standalone. But, when you watched them all together, they revealed an elaborate plotline of a much bigger story. To drive further audience engagement, we built the story with two endings and one beginning. So put simply, the more you watched our storyline, the more the puzzle pieces fit together.