In a vintage shop in Amsterdam, Victor Andrian, interior designer for the IONIQ 3, appears in surroundings that reveal something about his way of thinking. These are precisely the kinds of encounters Hyundai uses as content for the series Points of Inspiration, in which designers discuss how places, materials and everyday observations find their way into their work.
The interviews are part of the campaign This is more than freedom, taking audiences through Amsterdam, Frankfurt and Rüsselsheim, home to the Hyundai Motor Europe Technical Center (HMETC). The choice of locations reflects the individual interviewees and their sources of inspiration, from architecture and urban culture to technology and the objects they notice around them. This gives the communication around IONIQ 3 content that explains the origins of design decisions through the experiences of the people who made them.
Here, Hyundai connects freedom, the theme of the wider campaign, with the room to think differently during the creative process. The designers become the voices through which audiences can get to know the car and understand the ideas that preceded its appearance.
Hugo Moura, Creative Director Social at INNOCEAN Europe, explains why the conversations take place in the designers’ personal surroundings: “Behind every shape there is a thought, an observation, an experience or a place that inspired someone. These individual ‘Points of Inspiration’ are what make the stories compelling. By meeting designers within their own worlds of inspiration, we create a much more intimate connection between the people behind the vehicle and the people who will eventually experience it.”
The series was developed by Gloria, INNOCEAN’s unit specialising in social media communications, and Gloria Studio, its production team. Strategy, creative development, editorial perspective and production were shaped together, with adjustments to the different personalities and locations.
The content was developed from the outset for the audiences and platforms where it would be published. This principle also determined the working process: the interview format and production approach evolved in parallel, with social media as the starting point.
Andrea Razeto, Head of Integrated Marketing Campaign at Hyundai Motor Europe, describes the purpose of the series as an opportunity for European audiences to meet the people, experiences and sources of inspiration behind the vehicle. Points of Inspiration therefore also offers a way to extend the car’s communication into design and culture, giving the campaign’s promise of freedom a concrete foundation in the work of its creators.
Credits:
Creative Director Social: Hugo Moura
Sr. Social Conceptor: Jan-David Winter
Jr. Copywriter: Sophie Ivanishvili
Jr. Art Director: Alexis Smadja
Strategist: Sıla Savaş
Business Director Social: Steffen Pferr
Account Director Social: Moritz Tokoff
Sr. Social Media Manager: Alicia de la Cruz
Sr. Account Manager: İrem Tanrıverdi
Jr. Social Media Manager: Adiya Khan
Producer: Morten Franz
