INNOCEAN Celebrates Fanatical Fans of the World Cup for Hyundai Campaign
As the world suits up for the largest sporting event this year, Hyundai kicks off the 2014 FIFA World Cup with a complete 360˚ integrated marketing platform that celebrates fan passion. Two all-new in-game 30-second spots featuring the redesigned 2015 Sonata will join digital, social, CRM, and retail executions engaging and inspiring audiences. The spots will air on ESPN and Univision as part of Hyundai’s exclusive whistle-to-whistle automotive advertising sponsorship of the World Cup series broadcasts on the networks. 2014 marks Hyundai’s fourth consecutive year since 2002 as the official vehicle sponsor of the World Cup.
This year’s creative theme celebrating fan passion is a nod to what being a true fan really means. Hyundai’s ranking as No. 1 in customer loyalty for the fifth consecutive year, according to research consultancy, Brand Keys, served as the creative inspiration. The all-new spots highlight the emotional love of the game and aim to inspire fans with two simple words – “#BecauseFutbol.” Creative was developed by Hyundai’s agency of record, INNOCEAN USA.
“Boom,” a 30-second spot, celebrates fan passion as a powerful force shedding light on the world-wide phenomenon of baby booms. The ad illustrates how a single win can literally create a generation – “#BecauseFutbol.”
“Avoidance,” a 30-second spot, follows a man on his emotional journey home to watch a game he’s recorded. He goes to great lengths to avoid spoilers throughout the day, only to be foiled by an unexpected source. Viewers sympathize with the man – “#BecauseFutbol.”
“Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries,” said Steve Shannon, vice president, Marketing, Hyundai Motor America. “As the industry leader in customer loyalty, Hyundai knows a thing or two about passion. This year’s World Cup campaign shows what being a ‘true’ fan really means; and how for 30 days people come together, lives change, emotions rise and unexpected moments happen.”
“Hyundai chose to focus on the fans, and the passion Hyundai shares with them for the sport of Futból,” said Greg Braun, executive creative director, INNOCEAN USA. “The statement, ‘Because Futból’ was the perfect summation of the phenomenons that passion creates.”
“#BecauseFutbol” extends beyond the big screen as Hyundai invites fans to share their passion for the game and connect with other fans around the globe digitally at BecauseFutbol.com. Built on the Tumblr platform, BecauseFutbol.com connects, inspires and engages fans with unique content and tools developed by dozens of leading Tumblr artists and content creators. Elevating the artistic expression and fan passion shared on
BecauseFutbol.com, for the first time ever, customized content created by the Tumblr artists will be featured on the Times Square Billboard in New York during the days leading up to the World Cup.
Credits
"Boom" & "Avoidance" Credits
Client: Hyundai Motor America
Agency: INNOCEAN USA
Executive Creative Director: Greg Braun
Creative Directors: Barney Goldberg and Tom Pettus
Associate Creative Director, Art: David Mesfin
Senior Copywriter: Nick Flora
VP, Director of Integrated Production: Jamil Bardowell
EP/Content Production: Brandon Boerner
Associate Creative Director: David Levy
Senior Copywriter: Ryan Durr
VP, HMA Account Services: Marisstella Marinkovic
Account Director: Lester Perry
Account Supervisor: Casey Nichols
Production Company: Biscuit Filmworks
Director: Aaron Stroller
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Mala Vasan
Directors of Photography: Jess Hall and Jokob Ihre
Editorial Company: Union Editorial LLC
Editor: Jim Haygood
Vice President/Executive Producer: Megan Dahlam
Music Company: The Rumor Mill
Telecine Place: CO3
Online Place: Resolution
Record Mix Place: Eleven Sound
Mixer: Scott Burns
Tumblr Site "Because Futbol" Credits
Client: Hyundai Motor America
Agency: INNOCEAN USA
Executive Creative Director: Greg Braun
Creative Directors: Tom Pettus and Barney Goldberg
Associate Creative Director, Art: David Mesfin
Art Directors: Andrew Kapamajian, Vince Feliciano, Joe Bergman, Jose Eslinger, Nick Sickleton and Alex Frankel
Copywriters: Brian Chin, Josh Cassidy, Marvin Figueroa, Carissa Levine, Nick Flora and Jeb Quaid
Developer: Jamie Hunt
Technology Director: Doug Palmer
Information Architect: Dustin Howard
User Experience Director: Nate Manchester
VP, Director of Integrated Production: Jamil Bardowell
Director of Digital Production: Matt Pollock
EP/Content Production: Brandon Boerner
Senior Digital Producer: Melissa Moore
Senior Content Producer: Nicolette Spencer
Print Producer: Patricia Marquez
Art & CGI Supervisor: Barb Sanson
“VP, Group Account Director: Lester Perry
Account Director: Cassie Reed
Account Supervisor: Casey Nichols
Account Executive: Nadia Saavedra
VP, Planning Director: Nguyen Duong
Tumblr Artists: Adhemas Batista, Adam Osgood, Dušan Čežek, Ali Graham, Matthias Brown, Daniel Nyari, Kieran Carroll and Ezra Wube
Production Company: Tool of North America
Managing Partner, Digital: Dustin Callif
Producer: Simi Dhillon
Managing Director, Live Action: Oliver Fuselier
Creative Director: Michael Sevilla
Creative Director: Bartek Drozdz
Senior Designer: Josh Jetson
Jr. Designer: Yuee Seo
Senior Developer: Simon Lindsay
Senior Developer: Richard Mattka
Senior Developer: Josh Beckwith
Tech Manager: Vincent Toscano
Head of Digital Production: Joy Kuraitis
Digital Producer: Simi Dhillon
Content Creators: Activator Pictures, ilovedust, Golden Wolf
