The future of the automobiles which Hyundai envisions makes possible for people to go anywhere, at any time. The year 2016 was the centennial year of the legendary ‘Endurance Expedition’ led by a historical polar explorer Sir Ernest Shackleton, and with special meaning, we wanted to fulfill his dream to cross the Antarctic.

Shackleton embarked on a journey to fulfill the dream of crossing the Antarctic a hundred years ago, but failed because his ship was destroyed. Hyundai, together with the descendants of Ernest Shackleton and his 27 crew members, reached the dream destination of a hundred years ago.

By bringing back Shackleton’s great leadership and the spirit of self-sacrifice which valued safe returns of his crew members above all else, we could deliver Hyundai Motor’s corporate philosophy of “Together for a Better Future” to the people around the globe.

The film depicts Hyundai Motor, together with Patrick, the great-grandson of Shackleton, planning and preparing for the Antarctic expedition, and carrying out and completing the expedition.

The two-year preparation period for the film included the interviews of the descendants of the original crewmembers, the arctic conditioning training for Patrick and the teammates in Iceland, modification of the commercial SUV, Santa Fe to adapt in the arctic environment, and engraving the names of the crewmembers, and the messages from their descendants on the surface of the vehicle.

Despite the cold temperature reaching to negative 30 degrees Celsius, and intense snowstorms and whiteout obstructing the path, Patrick and the team drove 15 to 20 hours a day for thirty days, and not only completed the expedition that has not been fulfilled for the past 100 years, but also achieved to cross the Antarctic in a passenger car for the first time.

1. Preparation

- Found the descendants of the 27 original crew members in 10 months

- Modification of the Santa Fe

(replacement of the fuel tank, 38 inch tire, modification of portal gear)

- Engraved the messages on the vehicle to signify that the original

crewmembers and their descendants are on board

2. The execution

- Successful traverse of Antarctica,5,800km in 30 days. ('16 .12. 04 ~ '17 .1. 02)

- Pre-Launching: ‘Shackleton's Diary’ telling ‘Endurance Expedition’

with ‘Eleni Kalokoti’

- Launching Event in London, UK (April 19th 2017).

- Campaign Launch: ‘Main Film’, 'Descendants Interview', and 'Dedicated to

Shackleton' film are released on Youtube. The campaign site includes

more detailed information such as vehicle modification and Shackleton.

- After-Launch: ‘Patrick’s Diary’ by the great-grandson telling his expedition.

- Additional: decided to donate the vehicle to the Antarctic Base for

research. Hyundai UK will be promoting ‘Special Edition’