The Brief: In 2011, Hyundai took on a new brand philosophy of ‘New Thinking, New Possibilities’. It was a conscious decision to dramatically move from its old position as a ‘value’ car manufacturer to a ‘future oriented’ car manufacturer where in the key brand values are ‘futuristic’, ‘radical’ and ‘advanced’. The brief was to create a calendar for 2012, for Hyundai, which reflects Hyundai in this new light.

Task: To design a calendar, to be given to customers, employees and associates which shows Hyundai as a company with its vision set in the future

2m calendars were sent out to dealers, employees, associates and customers buying a Hyundai car. Everyone who received it was taken aback by the concept with intrigue. It became a talking point among people wherever the calendar was put up.The calendar received ample attention and achieved what the brief expected it to do.The calendar was quite a success in India and Seoul headquarter intends to use it at a global level.

We realised that 2012 and 2040 are ‘repeating years’ wherein each month, week, date and day is identical. Therefore, we made a calendar for 2040, and sent it to customers, employees, and associates. The message said ‘Sending you the future a bit in advance’, which went in line with Hyundai’s brand thought of making futuristic technology available to customers today. The 2040 Calendar as a calendar works perfectly for 2012 and hence its utilitarian function remains unchanged.