With the launch of Veloster, Hyundai was speaking to a younger crowd for the first time. The big question was: how do you establish a relationship with the young creative class in an authentic way? Their answer was Re:Generation.Partnering with the Grammys and renown electronica artists, Hyundai became the benefactor of a new kind of art - creating a feature length documentary, and its own piece of pop culture. The film was about 5 DJs, each tasked to re-imagine traditional genres of music. It provided a unique look into the creative process of musicians. Clever TV, an active Twitter handle, an engaging iAd, and pop Re:Mix Labs all drove traffic to the YouTube Channel, where content was released incrementally. Finally, to showcase Veloster’s rich tech and gaming features, Hyundai developed an innovative Kinect-enabled product experience, allowing XBox users to virtually explore the car 'Engineered For Whatever'.

The campaign began with Re:Generation teasers released incrementally on the Hyundai YouTube channel to build buzz. Humorous TV and print highlighted the car’s features and drove viewers to the channel. While a dedicated Twitter handle encouraged people to 'Ask Whatever' about the car 'Engineered For Whatever'. Shortly after, Hyundai released an engaging iAd, where users could play a driving game (to highlight Veloster XBox compatibility), turn their finger into a DJ, and engage with other car features.

Later, five pop-up Re:Mix Labs brought artist collaborations to life across 5 cities. They culminated in Live-Stream Q&A with the Re:Generation director and DJs. Shortly afterwards, Hyundai unveiled a partnership with Forza 4, and a Kinect-enabled destination, where gamers could virtually tour the car. Finally, the Re:Generation film premièred in Hollywood, and was released for the world to see online.

The campaign goal was to establish an authentic relationship with the young creative class, and then sustain it in a meaningful way. Releasing content incrementally, and giving fans a reason to return weekly, proved to be a huge success. The Re:Generation film generated tons of coverage in music publications, and within the larger artistic community.