Hyundai Motor America
DRIVEN: A Latinx Artist Celebration
The Challenge
To celebrate Hispanic Heritage Month with a unique and buzzworthy community event.
20M+
Media Impressions
90%+
Positive Brand Experience
Platinum
Muse Award Winner
The solution
Partnering with The Art of Elysium and The Museum of Latin American Art Chief Curator, we helped Hyundai create a free outdoor, drivable art experience. This drive-thru art exhibit showcased a variety of pieces in different mediums created by emerging and established Latinx artists from the SoCal area. Guests were guided through the tour with a rich audio overlay track played directly into their vehicles enhancing the overall experience. Hyundai was one of the first automotive brands to return to a sense of normalcy during these times of adversity while businesses and museum are closed.
The impact
We received premium coverage on DOLA, Adweek, La Opinion, Los Angeles Magazine, BizBash, Los Angeles Daily News, KCAL 9 and CBS Los Angeles. In addition, the campaign was submitted for a Global Marketing Award on behalf of Hyundai Motor America.