Hyundai’s 'The Bigger Crash' campaign wins award at Cannes Lions International Festival of Creativity 2022

Hyundai Motor Company's (HMC) global brand campaign “The Bigger Crash” recently received its latest set of awards, this time, at the Cannes Lions International Festival of Creativity 2022.

In a statement, the Korean automotive marque shared that the aforementioned campaign won Silver Lions for two categories at the festival: Outdoor Billboard Campaign and Print in the automotive sector.

The Cannes Lions International Festival of Creativity, HMC noted, is considered to be one of the most prestigious advertising events in the world. For 2022, more than 25,000 works were submitted from 90 countries around the world.

The billboard and print ad campaign shows vehicles overturned by hurricanes that occurred around the world in the past years to highlight the seriousness of climate change. The campaigns carried captions that stated the wind speed of the hurricanes, such as “Katrina 280 km/h” and “Jebi 285 km/h”.

The company also said that the images emphasize the need for eco-friendly actions around the world for the sake of generations to come.

Apart from the recognition in the Outdoor Billboard and Print advertising categories, "The Bigger Crash” was also shortlisted in the Design category.

“This award recognizes Hyundai Motor’s efforts to show our customers that we are sincerely committed to fostering a sustainable future,” HMC Vice President and Head of Brand Experience Sungwon Jee was quoted as saying.

“We will continue to carry out various activities to promote eco-friendly mobility under our brand vision, ‘Progress for Humanity,’” he added.

The Korean marque explained that the “The Bigger Crash” campaign was designed to steer the conversation around climate change toward a greener future and shows the brand’s “thoughtful approach to offering various means of mobility.”

Further, the campaign also stresses Hyundai Motor’s commitment to taking an active role in tackling the environmental issue for the benefit of future generations.

Prior to receiving the recognition, the campaign also received awards at the Silver Award at Graphite Pencil in the Photography category at the Design and Art Direction (D&AD) in Europe, seven at The One Show Award in the United States, as well as a silver and bronze at The Art Directors Club in Germany.

Photos from Hyundai

Also read:

WATCH: Hyundai launches ‘Goal of the Century’ campaign with Steven Gerrard, BTS

Hyundai to expand sales of hydrogen-powered truck in US

Hyundai to launch autonomous car-hailing service in Gangnam