Jun Hyuk Kim

Winning the NYX Creative Awards is a momentous achievement for Hyundai MOBIS, both internally and externally. This marks our first global branding campaign, crafted with a deliberate focus on elevating brand awareness on an international scale. As a company specializing in mobility solutions rather than complete vehicles, our primary objective was to communicate our key technologies in a way that is both intuitive and engaging. We aimed to clarify our role in the mobility industry without misconceptions, ensuring that consumers and stakeholders recognize our contributions beyond the traditional automotive space. Receiving this prestigious recognition reaffirms our efforts and provides us with a powerful platform to amplify our global presence in the mobility sector.

Our vision was to effectively communicate Hyundai MOBIS' role to the future consumers of mobility—the global Millennial and Gen Z—who will be the driving force in the industry over the next 10 to 20 years. We wanted to succinctly showcase who we are, the innovations we bring, and how we are preparing for the mobility ecosystem of the future. To achieve this, we opted for a creative approach that balances information with entertainment. Rather than adopting a traditional, serious tone, we infused our branding campaign with universally relatable humor, making the content more accessible and engaging for a global audience. Compared to our competitors, this project sits uniquely at the intersection of B2B and B2C branding. While many tech-driven brands focus on futuristic aesthetics, we aimed to position Hyundai MOBIS as a company that not only develops advanced automotive technologies but also plays a crucial role in shaping a smarter, more seamless mobility experience now and beyond.

Our campaign stood out due to its storytelling approach. Instead of a conventional corporate showcase, we introduced various characters and humor-driven narratives, making the content both memorable and relatable. ✅ Holographic Windshield Display: We utilized marketing techniques that intuitively showcase infotainment features, emphasizing how drivers and passengers can effortlessly interact with the system using simple gestures. ✅ Human-Centric Interior Lighting: By personifying this technology with a "guru" character, we highlighted its ability to detect and regulate driver stress, making the innovation more tangible. ✅ e-Corner System: Since this technology is not yet commercially available, we creatively illustrated its potential through a magician character, blending humor with a demonstration of our cutting-edge advancements. By incorporating these elements, we successfully bridged the gap between technical sophistication and audience engagement.

One of our biggest challenges was ensuring that Hyundai MOBIS was not perceived merely as an automotive brand. While sleek automotive advertisements have their appeal, our goal was to establish our distinct identity as a mobility solutions provider that integrates both hardware and software. Another challenge was addressing generational shifts in how mobility is perceived. Our research indicated that Millennials and Gen Z view mobility through a broader, more integrated lens compared to previous generations. To bridge this gap, we carefully crafted a brand film that resonated with their expectations while maintaining Hyundai MOBIS’ technological authenticity.

We see this achievement as the beginning of a long-term journey rather than a singular success. Our ultimate goal is to build strong relationships with our audience, ensuring that Hyundai MOBIS becomes synonymous with mobility innovation. While distinguishing an automotive brand from a component manufacturer is a complex task, our vision is clear: to establish Hyundai MOBIS as a leader in smart mobility. This award reinforces our efforts and opens new doors for future collaborations, partnerships, and industry recognition.

The response from both internal teams and external stakeholders has been overwhelmingly positive. Executing a B2B campaign using creative techniques typically associated with B2C branding was a bold move, requiring extensive collaboration, CGI work, and strategic storytelling. From fine-tuning the transparency levels of the Holographic Windshield Display to perfecting lighting angles, every detail was meticulously crafted. The enthusiasm and dedication of our team and partners were instrumental in bringing this vision to life, and their satisfaction with the final outcome has been immensely rewarding.

The key to success lies in prioritizing purpose over recognition. Instead of focusing solely on awards, start by defining the brand’s core values and identity. Align long-term and short-term objectives while crafting a compelling narrative that effectively conveys your message. Competition is not something to be feared but rather embraced as a learning opportunity. Studying other successful campaigns can provide valuable insights, helping refine your own creative approach. Believe in your vision, take risks, and challenge yourself to push creative boundaries.

The distinction between B2B and B2C content is becoming increasingly blurred. B2B brands are no longer confined to rigid, technical presentations. They are now expected to connect with audiences on an emotional level. While traditional USP-driven videos remain relevant for communicating technical aspects, embracing diverse storytelling techniques can greatly enhance engagement. By staying agile and embracing creative innovation, we can effectively shape the narrative of the mobility industry. We aspire to continue developing unique, high-impact content that not only showcases Hyundai MOBIS’ innovations but also redefines how mobility brands engage with their audience.

Success is a process, not an end goal. Rather than aiming solely for recognition, focus on crafting a strong, authentic brand story that resonates with audiences. Competitions provide an opportunity for learning and growth. By analyzing industry benchmarks and engaging in the creative process, you refine your skills and build a strong foundation for future success. Believe in your ideas, embrace challenges, and most importantly—enjoy the creative journey.

Creativity definitely thrives in collaboration, not isolation. The most compelling content is born when diverse minds come together, aligned by a shared vision and purpose. Building brand awareness and crafting meaningful storytelling requires more than just individual effort—it’s a collective journey. Even when external partners are working on a brand that isn’t their own, treating it with the same care and dedication as if it were fosters a deeper level of engagement. When teams unite with a common goal, pushing creative boundaries and striving for excellence, outstanding results follow naturally. Great content isn’t just about innovative ideas; it’s also about strong partnerships, mutual trust, and the synergy that transforms concepts into powerful narratives.

This award is a testament to the hard work, dedication, and collaboration of our entire Hyundai MOBIS team and our incredible partners. We are especially grateful to everyone who navigated the challenges of a tight production schedule, working tirelessly from ideation to execution. Within just 2–3 months, we successfully brought this campaign to life. A special thank you to BorderX, who worked seamlessly across time zones between South Korea and Los Angeles, and Tiger House Films, whose passion and creative execution elevated the project. We brought to life a compelling vision of what the future of mobility can look like. Every Hyundai MOBIS, BorderX, and Tiger House Films team member played a critical role in making our innovation story resonate. We’re especially grateful to the Hyundai MOBIS executives and the Head of the Communications Division at Hyundai MOBIS, whose trust, clarity, and guidance were instrumental in shaping the final outcome. This win belongs to all of us.

“This award is a testament to our relentless pursuit of innovation, reinforcing our mission to redefine the future of mobility with solutions that inspire and transform.” This achievement is not just a milestone—it’s a reflection of the expertise, creativity, and dedication we’ve cultivated over time. It validates that our vision and direction are on the right path, motivating us to continue pushing boundaries and driving transformative change in the industry.

Looking ahead, we remain committed to expanding Hyundai MOBIS’ global brand presence. While we may pursue new campaigns, our primary focus this year is on strengthening internal communication across our global branches. To foster greater synergy within our worldwide network, we are developing new programs and content initiatives that highlight Hyundai MOBIS’ global journey. Through these efforts, we aim to connect our teams, strengthen our brand identity, and further establish ourselves as a leader in the mobility industry. Keep a lookout for us—there’s more to come, and we hope you’ll be there to support us along the way!