Hyundai Design & Branding HYUNDAI CALENDAR 2040 by Innocean New Delhi

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Industry Cars
Media Design & Branding
Market India
Agency Innocean New Delhi
Executive Creative Director Mr. Saurabh Dasgupta
Released December 2011

Credits & Description

Category: Calendars
Product/Service: HYUNDAI
Art Group Head: Deepak Choudhary (Innocean Worldwide India)
Executive Creative Director: Saurabh Dasgupta (Innocean Worldwide India)
Production Manager: Rajesh Mehta (Innocean Worldwide India)
Printing: Anil Sharma (Fortune Press)
Planner: Vivek Srivastava (Innocean Worldwide India)
Media placement: Calendar - Mailed To Associates And Handed to visitors at Showrooms - 31 Dec 2011

Describe the brief from the client
The Brief:
In 2011, Hyundai took on a new brand philosophy of ‘New Thinking, New Possibilities’. It was a conscious decision to dramatically move from its old position as a ‘value’ car manufacturer to a ‘future oriented’ car manufacturer where in the key brand values are ‘futuristic’, ‘radical’ and ‘advanced’. The brief was to create a calendar for 2012, for Hyundai, which reflects Hyundai in this new light.

Describe the challenges and key objectives
To design a calendar, to be given to customers, employees and associates which shows Hyundai as a company with its vision set in the future

Describe how you arrived at the final design
We realised that 2012 and 2040 are ‘repeating years’ wherein each month, week, date and day is identical. Therefore, we made a calendar for 2040, and sent it to customers, employees, and associates. The message said ‘Sending you the future a bit in advance’, which went in line with Hyundai’s brand thought of making futuristic technology available to customers today. The 2040 Calendar as a calendar works perfectly for 2012 and hence its utilitarian function remains unchanged.

Give some indication of how successful the outcome was in the market
2m calendars were sent out to dealers, employees, associates and customers buying a Hyundai car. Everyone who received it was taken aback by the concept with intrigue. It became a talking point among people wherever the calendar was put up.
The calendar received ample attention and achieved what the brief expected it to do.

The calendar was quite a success in India and Seoul headquarter intends to use it at a global level.