Tunnel of Light
Hyundai — bringing light to the end of Covid.
The brief
A brand-led piece of activity that creates emotional connections with consumers during a pandemic.
The strategy
With COVID forcing the automotive industry to find new ways of connecting with potential customers, we wanted to take the brand’s DNA – and new generation light technology – to produce a symbol of hope. Thereby placing Hyundai authentically in the hearts of consumers whilst being respectful of the fragile public mood.
The idea
Creating a 9m x 4m “Tunnel of Light” which used 160 specially made light pixels that recreated daylight.
And donating it to Guy’s & St Thomas’ Hospital so that those that needed it most – the nurses, doctors and patients that had been vaccinated – could all experience some much needed light at the end of the tunnel, whilst also marking their 100,000th vaccination on-site.
The results
Over 160 pieces of coverage across the board with highlights on GMB, BBC London, The Times picture of the day, The Guardian, Standard and The Sun among many others.
Credits
Client: Hyundai
Agency: Hope and Glory