Renault Samsung Motors released the New SM5 after 8 years since the launch of SM5. New SM5 is an upgraded model of SM5 with premium image and the cutting-edge features of a luxurious sedan.

When you confront an enormous change, you feel anxious and afraid as you have no idea what’s waiting ahead of you. The creative idea started from this consumer insight since New SM5 came as a big surprise to customers. In order to maximize the impact of the announcement, the campaign featured a large crowd trying to approach New SM5 and utilized a powerful BGM.