Agency Studios Production Events Spring Thinks Contact Challenge OPPORTUNITY TO ATTRACT A NEW AUDIENCE Hyundai needed to find new ways to demonstrate their commitment to building a more sustainable manufacturing process and fuel new solutions to achieve their sustainability goals. Consumer Insight BRAND PREFERENCE DRIVEN BY SHARED VALUES Younger consumers, when given a choice, will choose a brand aligned with their values, and sustainable behaviour is at the forefront of their agenda. They want to buy into brands whose ethos is demonstrable and reflects their own. Cultural Insight SEEING WASTE AS A SHARED OPPORTUNITY As the general public became increasingly aware of the complexity of sustainability, it become equally apparent that change would be born through equally championing everyone taking action. Brand Insight HYUNDAI RECYCLES ONLY 90% OF SCRAP Hyundai recycles 90% of materials. What about the remaining 10%? Hyundai has a dedicated and ambitious sustainability programme and constantly challenged itself to improve its practices. Idea HYUNDAI RE:STYLE PROGRAM A unique limited collection that presents up-cycled fashion not just as a conceptual experiment, but as a sustainable, commercially viable endeavour with a purpose. Engaging six conscious designers to recreate their signature pieces using up-cycled raw materials, creating a community around shared passion for conscious creativity. Execution THE COLLECTION From Richard Quinn, Public School, Rosie Assoulin, Alighieri Jewellery, pushBUTTON and E.L.V. DENIM was available online and in-store at Selfridges, as part the store’s Project Earth campaign, with all proceeds going to the British Fashion Council’s Institute of Positive Fashion. A mix of IGTV live and intimate IRL designer events, as well as influencer partnerships drove global conversation around the collection and their unique origins. Results 250M global reach, 31.8M social engagements and press accolades including, “Hyundai Motor is solidifying its position as a world-leading sustainable lifestyle brand.” – Elle.com Contact Agency New York nyagency@springstudios.com +1 (212) 257 5600 6 St Johns Lane, New York, NY 10013 USA London londonagency@springstudios.com +44 (0) 20 7267 8383 Spring House 10 Spring Place London, NW5 3BH Milan milanagency@springstudios.com +39 (0) 28 7189 234 Via Tortona 37, 2144 Milano BACK TO AGENCY Spring Newsletter Subscribe to stay up to date with our latest thinking and news. SUBSCRIBE I agree to the Terms and Conditions and have read the Privacy Notice Contact Us Agency Production Studios Events Spring Thinks Spring Place Careers About Us LinkedIn Instagram YouTube Cookie Policy Privacy Notice Terms and Conditions