Like every automaker, Hyundai needed to communicate its commitment to fighting climate change.
While the category focused on an optimistic future, we chose to show a different reality.
Climate change is already here.

We searched for a connection between natural disasters and road safety. The answer was speed.

Instead of showing cities devastated by hurricanes, we used real cars destroyed by those same storms.
Inspired by a Forbes article, the visuals made the threat immediate and impossible to ignore.

Adding the names of the hurricanes humanized each execution and made the message instantly recognizable around the world.