“Sousaphone” (Ohio State University)
This :60 cut ran on the big screen in the Horseshoe. We also produced a :30 for TV.
Synopsis
For the third straight year, Hyundai was named #1 in Customer Loyalty among all car brands. At the same time, the carmaker was initiating an NCAA football sponsorship program, partnering with 18 schools with storied football teams — and loyal fan bases. Expressions of “loyalty” was the obvious sweet spot, leading to two campaign concept approaches. The “Super Fan” campaign shared true stories of extreme school loyalty demonstrated by their most ardent fans. In the “Passion” campaign, Hyundai owners included school traditions/lore in their everyday lives in ways that involved their cars. The client loved each direction so much, we executed both.
Campaign 1: “Super Fans”
“USS Arizona Bell” (University of Arizona)
“Wedding Reception” (University of Alabama)
Campaign 2: “Passion”
“Hedges” (University of Georgia)
“Hokie Stone” (Virginia Tech)
“Nose Rub” (University of Pittsburgh)
“Sway” (University of Florida)
2011 Print Campaign
Florida State University, the Sod Cemetery.
#1 in Customer Loyalty
There are no words to accurately describe true loyalty. It runs too deep. Touches places in us that even memory can’t reach. Where we are both our strongest and most vulnerable. So, instead, we use examples to describe our loyalty. Analogies. Anecdotes. Stories that, as they’re told over and over, by more and more people, become something more indelible than even the truth. They become tradition. To be reenacted and retold by the next generation. Followed by the next. And the next. And the next.
Hyundai.com
(* Gold winner in the 2013 Graphis Design Annual)
University of Texas, BEVO.
#1 in Customer Loyalty
It’s not rare to watch a game and not know the names of the people sitting next to you. Or where they’re from. Or what they do. But you know all the same words to all the same cheers. And chants. And songs. You know the same hand signals. Wear the same colors. Remember the same traditions. You are completely different on every level except that one, way down deep, where loyalty resides and nothing else matters—like who you are, where you’re from or what you do.
Hyundai.com
Auburn University, Toomer’s Corner victory celebration.
#1 in Customer Loyalty
There will always be people who claim they were at the game, as though being present was the only measure of loyalty. But true fans feel a greater connection than one created by mere ticket stubs. The pride they share stretches across time with people they know they’ll never meet. Who stomped and cheered and sang and wept just like they do today. Because when you’re truly loyal—even if you’re not in the stadium—you are at every game. Including the ones before you were born. Especially the ones after you’re gone.
Hyundai.com
