Hyundai showcases new brand visualisation for All-New Tucson launch

  • Campaign entitled #ChangeIsGood drives perception shift among consumers
  • World-renowned production team creates impactful new assets
  • All-New Tucson comes to market in Europe next month

- Hyundai Motor has collaborated with world-renowned talents to create new films and photography to support the launch of the All-New Tucson compact SUV.

The images reveal a new visualisation for the Hyundai brand and will feature in the company's wide-reaching #ChangeIsGood campaign from next month.  

A Hollywood-pedigree team, including director Aleksander Bach (Hitman: Agent 47) and actress Hannah Ware (Boss, Betrayal, Hitman: Agent 47), conceived and produced a series of new films, to run online and on television. The lead film centres on the #ChangeIsGood theme, as Hannah Ware explains how change has inspired her career. Meanwhile, in the shorter clips she presents new product features of All-New Tucson in an entertaining and original way. The new films can be viewed on this YouTube playlist.

Impactful photography by the award-winning Simon Puschmann provides an equally bold impression of Hyundai's new model, in a range of print and digital executions to be published across Europe.

All-New Tucson is an important new car in terms of our business and our brand. So we have enhanced the quality and breadth of visualisation, working with outstanding talents to conceive high-value, aspirational assets. Truly reflecting our 'Change Is Good' philosophy, we're changing our approach with this campaign, focusing more than ever on digital channels, to match the tendencies of our Generation-Y target audience.

Jochen SengpiehlVice President Marketing at Hyundai Motor Europe
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The pre-launch phase of the #ChangeIsGood campaign kicked off last month on social media, with a new pan-European web platform: www.change-is-good.eu. Innovative content from five YouTube video bloggers explores the concept of change, attracting more than seven million views to date. Further user-generated content is being added, along with Facebook, Twitter and Instagram posts. More than 10 million views are expected during the campaign.

INNOCEAN Worldwide Europe managed the project, originating the overall concept and guiding the execution.

The All-New Tucson goes on sale across Europe from next month, set to build on Hyundai's success in the SUV segment. A pioneer in this class, Hyundai has sold more than 1.2 million SUVs in Europe.

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