Objective

The "Tiny Hands" series aimed to use humor and novelty to showcase Hyundai's vehicle features in a distinctive and memorable way. With the saturation of traditional car videos, our goal was to stand out by employing tiny toy hands in a series of creative videos, establishing a fresh visual narrative that could cut through the noise.

Our specific goals were to:

1. Increase brand awareness and affinity by showcasing Hyundai's features in a lighthearted, approachable manner.
2. Drive social media engagement and shares, leveraging the humorous and quirky nature of the content to encourage organic reach.
3. Ensure Hyundai's key vehicle features remain top-of-mind through unique and humorous presentation, improving brand recall.

Strategy

To bring "Tiny Hands" to life, our plan was grounded in creativity, planning, and strategic execution. Initially, we brainstormed original ways to showcase Hyundai's vehicle features that could stand out in the digital landscape. The concept of using tiny toy hands emerged as a unique approach to draw attention in a playful and memorable way.

Execution:

• Concept Development: We refined the "Tiny Hands" idea by selecting specific vehicle features that would be humorous and engaging when demonstrated with tiny hands and unexpected voices, ensuring each video would highlight the innovation and design of the vehicles.
• Content Creation: Our creative team collaborated with strategists, producers, and content creators, to produce a series of short engaging videos. Each piece was crafted to balance humor with informative content, showcasing various vehicle’s features.

Key Features:

• Humor and Relatability: The concept was meant to resonate with the natural curiosity and excitement of exploring a new car, such as pressing buttons, playing with the controls, and caressing the interior.
• Creative Presentation: This approach allowed us to demonstrate features like touchscreen navigation, advanced safety features, and spacious interiors in a way that was both informative and entertaining.

Challenges: The main challenge we encountered was the logistics of shooting with the tiny hands, without revealing the hands of the person manipulating them. Achieving the right angle and seamless interaction between the toy hands and the vehicle features required improvision and precision. This posed a unique challenge as we aimed to maintain the illusion of the tiny hands operating independently, ensuring the focus remained on the vehicle's features in a humorous and engaging way.

Overcoming Challenges: To overcome this, special attention was paid to camera angles and lighting to create seamless visuals. In post-production, we refined these shots further, removing any remaining traces that might disrupt the illusion. This approach allowed us to maintain the fun and engaging narrative of the tiny hands showcasing Hyundai's features, ensuring the viewers' focus was captivated by the intended humor and novelty of the campaign.

The "Tiny Hands" campaign stands out due to its unique blend of humor, creativity, and informative content. Unlike traditional automotive ads that often rely on showcasing the vehicle in dynamic environments, we turned the focus inward, using a playful element to highlight the car's features. This approach not only differentiated Hyundai in a crowded market but also demonstrated our commitment to engaging customers in new and unexpected ways.

Results

Combined, this series garnered over 4.3 million views.

Media