Racing in Time Square
Creative Director: Jeseok Yi
Art Director: Sungkwon Ha
Hyundai had a costly billboard in Time SQ in New York for a couple of years. Other brands made their advertisements more interactive in a way to engage the audience. And Hyundai's billboard was way too static to compete with them.
So we went very big. We turned our billboard into a TV screen where we let people to play a racing game using their mobile phones.