2021 Print & Publishing

HARE

TitleHARE
BrandHYUNDAI MOTOR EUROPE
Product/ServiceFORWARD COLLISION-AVOIDANCE ASSIST
Category A01. Consumer Goods
Entrant INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Idea Creation INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Media Placement HAVAS MEDIA Frankfurt, GERMANY
Production B612 Milan, ITALY
Credits
Name Company Position
Andreas-Christoph Hofmann Hyundai Motor Europe Vice President Marketing & Product
Laura Rathai Hyundai Motor Europe Director Marketing
Andrea Razeto Hyundai Motor Europe Head of Brand Strategy and Campaign
Hyang A Kim Hyundai Motor Europe Brand Communication Strategy Manager
Max Leuthold Hyundai Motor Europe Brand & Product Campaign Manager
Alexander Biglands Hyundai Motor Europe Brand & Campaign Digitalisation Manager
Gabriel Mattar INNOCEAN Worldwide Europe European Chief Creative Officer
Ricardo Wolff INNOCEAN Worldwide Europe Executive Creative Director
Alan Dindo INNOCEAN Italy Creative Director
Jonathan Hill INNOCEAN Worldwide Europe Client Service Director
Björn Wilke INNOCEAN Worldwide Europe Business Director
Sven Kuebler INNOCEAN Worldwide Europe Sr. Account Director
Ichraq Sabbani INNOCEAN Worldwide Europe Junior Digital Account Manager
Martina Teuchnerova INNOCEAN Worldwide Europe Senior Art Buyer
Larissa Miranda DaHouse Audio GmbH Executive Producer
Wonder Bettin DaHouse Audio GmbH Composer / Sound Designer / Sound Engineer

Cultural / Context information for the jury

Hyundai cars are equipped with F.C.A. (Forward Collision-Avoidance Assist), a technology that can detect potential collisions along the road and warn the driver, automatically reducing the speed of the car. This kind of feature is certainly very useful for us humans - and would probably also be appreciated in the wild, since stopping in front of a danger, sometimes, is quite impossible there. The idea is simple as that: to show the thousandth of a second that precedes the collisions that occur between prey and predator, in the wild. Since these situations are extremely difficult to photograph, we recreated the scenes in the most natural and evocative way entirely through CGI. The production process involved approximately 260 total hours of modeling and texture, and 100 hours of post-production.