The Hyundai Motor Company had launched a global ‘New Thinking’ campaign entitled ‘A Message to Space,’ which aimed at connecting families and set a world record.

The renowned Cannes Lions International Festival of Creativity 2015 honoured the video as part of its 62nd year of recognising excellence in brand communications.

Since the campaign began, the campaign video has gathered momentum with 65 million YouTube views which resulted in media magazine AdWeek ranking it as number one in its chart of the 10 most watched ads in April.  

The Lions award follows last month’s Third Prize Award in the ‘Film: Use of Medium’ category at the 2015 New York Festivals World’s Best Advertising awards.

Jin (James) Kim, vice-president and head of Hyundai Africa and Middle East, said: “The praise we have received from the Cannes Lions for our ‘Message to Space’ campaign invaluable. Our vision as a manufacturer is to become a ‘lifetime partner in automobiles and beyond’ and this campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation.”

The campaign tells the story of how Hyundai Motor sent a message from a 13-year-old girl to her astronaut father.

In the video, 11 Genesis cars write a huge message, covering about 5.55 sq km, on the Delamar Dry Lake, Nevada – an image the girl’s father was able to capture from the International Space Station.

In a unique extension to the concept, Hyundai Motor invited viewers to create their own virtual message to share with loved ones, an opportunity taken up by more than 85,000 people around the world. - TradeArabia News Service