Best Automobile Online Video

To launch the first-ever Santa Cruz sport adventure vehicle, Hyundai tapped into its namesake Santa Cruz, California. “Journey Through Santa Cruz” separated the all-new vehicle from the traditional, utilitarian trucks on the market today while celebrating the individuality and adventure sports lifestyles of Santa Cruz surfers, mountain bikers, artists, and skaters. One of those artists is Jimbo Phillips. The art his father created, and that Jimbo continues today, is a cornerstone of Santa Cruz culture. His art is featured all over town in local business logos, clothing, and skateboards. We commissioned Jimbo to create 27 original pieces of art, many of them featuring the Hyundai Santa Cruz, to be used on OOH boards for the campaign. But more than that, it made the Hyundai Santa Cruz a part of the artistic tradition created by the adventure sports enthusiasts whom the vehicle was made for. Our launch campaign generated a total of 85MM video views across all platforms (+163%) while garnering 207MM total impressions. Our social sentiment was 75% positive (+7ppts above goal).

Contributors:

Executive Creative Director:	Barney Goldberg
Group Creative Director:	Lori Martin
Creative Director:	Ryan Scott
Creative Director:	Jamin Duncan
Associate Creative Director, Copy:	Ryan Simpson
Art Director:	Anne Krisl
Art Director:	Ebby St. Pierre
Copywriter:	Brandon Poole
Executive Producer:	Melissa Moore
Illustrator (Vendor):	Jimbo Phillips

INNOCEAN USA

Location: United States

About the Agency:

Founded in 2009, INNOCEAN Worldwide Americas is headquartered in Huntington Beach, California, with offices in New York, Chicago, and Dallas. With 400 employees, INNOCEAN Worldwide Americas is part of the INNOCEAN Worldwide network and currently serves as lead agency for Hyundai Motor America and Genesis Motor America, as well as partners with KIA Motors America and Hankook Tire.