Cannes Contenders: Post Visual Korea
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Hyundai: Brilliant Memories
Post Visual Seoul, Korea
A grey-haired taxi driver says a tearful goodbye to the trusty car that’s been his livelihood, and helped put his kid through college. A theater actor scraps the bashed-up sedan of his youth, which he used to court his now-wife. These are two of four short films in “Brilliant Memories,” a campaign by Hyundai Motor Company that leverages on the strong emotional connection Koreans have with the iconic car brand.
The creative team tracked down the discarded cars of real-life people and hired top Korean artists and sculptors to remake the junked cars into works of art, including a suitcase made of seat leather and a sofa with flashing headlights on its arm rests. Finally, they presented them to their former owners, surprising them and moving a few to tears.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.