Hyundai’s newest campaign, dubbed ‘The Last Safety Feature,’ confronts the issue of carbon neutrality head-on. Executed by Jung von Matt NECKAR, the campaign delivers a crucial message: despite the abundance of safety features in modern vehicles, none can shield us from the devastating impacts of climate change.
Through striking images in outdoor, print, and social media platforms, the campaign highlights vehicles affected by the worsening effects of climate change. From cars submerged in floods to trucks overturned in blizzards, and vehicles destroyed by wildfires or buried in sandstorms, the campaign underscores Hyundai’s array of safety features while emphasizing their inability to protect against climate change.
The campaign showcases images of cars engulfed in floodwaters, a truck toppled in a blizzard, vehicles scorched by wildfires, and those buried in sandstorms. These visuals emphasize the efficacy of Hyundai’s safety features while also highlighting the message that such features offer inadequate protection against the repercussions of climate change.
All the photography used comes from real-life photographs sourced from both news reports and environmental journals. The creative team at Jung von Matt said it searched through more than 25,000 images to create the campaign, which the agency says is a call to action for industry leaders and individuals to recognize the importance of sustainable practices.
In an era where technology has reached unprecedented heights, this campaign serves as a reminder that our greatest achievements must include safeguarding the environment.
Andreas Brunsch, Managing Director, JvM NECKAR adds: “What has been truly commendable about this campaign is Hyundai’s straightforward tone. They are candidly acknowledging that while their innovations and those of the autonomous industry are impressive, they pale in comparison to the larger issue of climate change.”
Hyundai is investing heavily to become carbon neutral by 2045. In advancing this project, the company has conducted numerous business initiatives aimed at helping to achieve this goal. As an automaker, Hyundai takes action to address climate change and foster innovative solutions – for a carbon-neutral future.
The campaign is running globally in markets including Germany, Australia, Thailand, Singapore, Canada, and India. It features a blend of traditional and digital advertising elements, including billboards, print ads, and engaging social media content. This strategic approach ensures a comprehensive reach, effectively targeting audiences across various touchpoints.
