An image from the Hyundai Veloster RE:GENERATION website. Courtesy of Hyundai.

Hyundai takes coveted award for creativity via Veloster promotion

Hyundai won a bronze Cannes Lion award over the weekend at the 2012 Cannes Lions International Festival of Creativity in France for a theatrical promotion focused around the Hyundai Veloster.

Titled RE:GENERATION Music Project, the program was a collaboration with Greenlight Media & Marketing and Hyundai's agency of record, Innocean Worldwide Americas.

The Recording Academy, best known for the GRAMMY Awards, was instrumental in connecting the DJs selected by the promotional team with GRAMMY winning artists in five different musical genres.

In the inaugural year of the award for best use or integration of music in the Branded Content and Entertainment Category, there were 800 submissions, trimmed down to only seven finalists, designated by 16 judges from 10 countries.

"We are honored and truly thrilled that the Cannes Lions International Festival of Creativity is recognizing the RE:GENERATION Music Project," said Steve Shannon, vice president of marketing, Hyundai Motor America. "Hyundai's intent with this project was to support the creation of original works of art that a youthful, creative audience would appreciate. And with great partners like Greenlight and the Recording Academy, we delivered on that objective in a way that authentically connected Hyundai to the artists."

Hyundai launched the 2012 three-door Veloster coupe with thematics surrounding how the sexy coupe redefines the way creative individuals experience driving, with music as their centerpiece.

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