Collaboration with Greenlight Media Marketing and The Recording Academy to Launch Hyundai Veloster Wins Award in Branded Content and Entertainment Category
COSTA MESA, Calif., – June 25, 2012 –Hyundai took home a bronze Cannes Lion award on Saturday, June 23, during the 2012 Cannes Lions International Festival of Creativity in France for the RE:GENERATION Music Project, featuring the Hyundai Veloster. The project, conducted in partnership with Greenlight Media Marketing, The Recording Academy® and Hyundai’s agency of record, Innocean Worldwide Americas, won the inaugural award for best use or integration of music in the Branded Content and Entertainment Category. In its first year, there were 800 submissions for the category and just seven named finalists. The selection committee was comprised of 16 judges from 10 countries.
“We are honored and truly thrilled that the Cannes Lions International Festival of Creativity is recognizing the RE:GENERATION Music Project,” said Steve Shannon, vice president of marketing, Hyundai Motor America. “Hyundai’s intent with this project was to support the creation of original works of art that a youthful, creative audience would appreciate. And with great partners like Greenlight and the Recording Academy, we delivered on that objective in a way that authentically connected Hyundai to the artists.”
Hyundai launched the 2012 Veloster, an innovative three-door coupe including technology that changes the way creative individuals experience driving, with music as a centerpiece. In partnership with The Recording Academy® (internationally known for the GRAMMY Awards®) Hyundai and Greenlight developed a unique concept called the RE:GENERATION Music Project. RE:GENERATION challenged five modern DJs to record an original track in a genre completely new to them. The project resulted in five new electronic music tracks influenced by everything from country to classical. The new tracks include participation from multiple GRAMMY Award winners as they collaborate with each DJ to re-imagine their genre in each DJ’s unique style.
Five of the world’s top DJs – Skrillex, Mark Ronson, DJ Premier, The Crystal Method and Pretty Lights – all participated in the project and their creative process was documented by Oscar®-nominated director Amir Bar-Lev. The resulting documentary highlights the creative tension and ultimately successful performance of five completely original new musical tracks.
Hyundai launched the film at Grauman’s Chinese Theatre during GRAMMY® Week, followed by an extended nationwide theatrical release and multiple screenings at SXSW and Coachella.
“There were more 32,000 entries this year at Cannes and this was the first year for the Branded Content and Entertainment Lions category,” said Dominic Sandifer, president, Greenlight Media Marketing. “Only an innovative brand like Hyundai could unite these partners and artists in a truly authentic way and we’re proud to work with them.”
The Veloster is an innovative compact coupe that features ground-breaking design, with a unique third door for easy rear-seat access, Hyundai’s Blue Link® telematics system, Pandora® internet radio with seven-inch touch-screen display and a new 1.6-liter direct-injected four-cylinder engine that can be mated to either Hyundai’s first EcoShift™ dual-clutch transmission or a six-speed manual transmission. The Veloster is also one of Hyundai’s vehicles that achieves 40 mpg on the highway.
For information and to view the film, please visit http://regenerationmusicproject.com. The film is available for online streaming exclusively on Hulu in the US and Japan, as well as on Vevo affiliated services in other international territories. It will enjoy its television world premiere on Fuse Network later this summer.
GREENLIGHT MEDIA MARKETING
GreenLight Media Marketing, LLC is a music-focused entertainment studio and agency producing original content and marketing programs for a variety of media companies and brands. GreenLight’s clients and partners have included The GRAMMYs®, AOL, Fuse, Vibe, Spin, YouTube, Pandora, Hyundai, JPMorgan Chase, adidas, American Express, Gillette, Pacifico, Red Bull, Verizon and Constellation Brands, among and others. Based in West Hollywood, CA, GreenLight is an independent agency within a network of sister companies that includes Red Light Management, ATO TBD Records, ATO Pictures and several major music festivals.
INNOCEAN WORLDWIDE AMERICAS
Serving Hyundai Kia brands in the U.S., this automotive marketer takes an integrated marketing approach to growing brand market share. Disciplines include Tier I and Tier II advertising, creative services, digital marketing, auto shows and experiential events, media planning and CRM. Innocean is headquartered in Seoul South Korea. The Innocean Worldwide Americas office is located in Huntington Beach, California.