更大的碰撞
更大的碰撞
更大的碰撞
更大的碰撞
更大的碰撞

更大的碰撞
戎马广告有限公司 + Square Pixel
德国

铜奖
广告
纽约ADC年度大奖

2022 为了宣布现代汽车将实现碳中和的目标,我们在全球范围内发起了一场运动,强调气候变化带来的巨大冲击:由于二氧化碳含量的增加,飓风、台风等风暴年复一年地加剧。为了阐明这一问题,现代发起了“更大的碰撞”运动,以强调我们需要采取行动的紧迫性,并谦虚地重新考虑过去犯下的一些错误。乍一看,我们的活动看起来像是一场普通的车祸,但如果你仔细观察,你会发现不止如此。每张图片都勾勒出飓风留下的画面。突出显示的名称和速度有其意义——它们与灾难有关。每一个画面都是真实的,这些照片均由专业摄影师拍摄,他们目睹并拍摄了这些悲剧。这场运动在全球范围内进行,名为“COP26的一周”。因为会议是闭门举行的,现代希望通过户外、数字户外、社交媒体和媒体分享其对这一重要主题的看法。

The Bigger Crash
Jung von Matt AG + Square Pixel
Germany

Bronze
Advertising
ADC Annual Awards

2022 To announce Hyundai is going carbon neutral, we created a worldwide campaign highlighting the more considerable crash climate change leaves behind: Year after year, hurricanes, storms and typhoons are strengthening due to the increase of CO2 levels. To shed light on this issue, Hyundai launched "The Bigger Crash" campaign to highlight the urgency with which we need to act and humbly reconsider some of the mistakes made in the past. At the first sight our campaign looks like a common car crash but if you look carefully you will notice it's more than that. Each picture frames what an hurricane leaves behind. Name and speed highlighted are now making sense because are connected to the catastrophe. Every picture is authentic. They have all been taken by professional photographers who have been witnessing and capturing these kinds of tragedies. The campaign took place globally during the week of COP26. But while the conference was held behind closed doors, Hyundai wanted to share its take on this important topic through outdoor, digital outdoor, social media and press.

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