Hyundai, with Annie Leibovitz
Hyundai Journeys
Humanizing automotive through the people behind the brand.
Advertising Hall of FameAward Winner
Watch on YouTube ↗The brief
Hyundai partnered with YW3 and Annie Leibovitz to create Journeys, a cinematic storytelling platform documenting the real people connected to Hyundai, from owners and employees to dealers, partners and community leaders.
Originally conceived as an internal initiative, Journeys grew into a multi-year brand platform designed to deepen the emotional connection to Hyundai while supporting the launch of more than a dozen vehicle models.
The results
- 12+vehicle launches supported by the platform
- Measurable liftin brand sentiment and purchase intent across Meta Brand Lift studies
- Cannes 2023shortlisted
- Advertising Hall of FameAward Winner
A multi-year storytelling platform that helped move Hyundai from transactional product marketing toward human-first brand storytelling.
The idea
Put people at the center of the automotive story.
Rather than lead with product, Journeys used the people surrounding Hyundai to tell a larger story about the brand.
Through Annie Leibovitz's lens, portrait photography and cinematic films captured authentic stories from across the Hyundai community. YW3 built the work into a repeatable storytelling platform that could move across launches, social content and real-world brand experiences without losing the human point of view.
The platform
Portrait photography, cinematic films, social storytelling and experiential activations worked as one connected platform.
The work expanded into physical brand moments including installations and programming at the LA Auto Show, allowing Journeys to move from content into experience while continuing to support Hyundai's broader product and brand calendar.
YW3 role
Strategy · Platform Development · Storytelling · Production · Cultural Partnership · Experiential
