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Hyundai Motor’s ‘The Bigger Crash’ Brand Campaign Ads Win Silver Lions at Cannes Lions International Festival of Creativity

2022.06.27 16:00:00 No. 16849
A car being upside down because of the hurricane Katrina
  1. · Hyundai’s brand campaign ad won Silver Lions in the Outdoor Billboard Campaign and Print categories in the automotive sector
    • · ‘The Bigger Crash’ campaign was also shortlisted in the Design Lions category at Cannes Lions International Festival of Creativity
  2. · ‘The Bigger Crash’ highlights the seriousness of climate change and promotes the world’s urgent attention to address the issue
  • · It is the latest Hyundai brand campaign to be recognized with a prominent global advertising accolade


SEOUL, June 27, 2022 – Hyundai Motor Company’s global brand campaign, ‘The Bigger Crash,’ won the Silver Lions award at the Cannes Lions International Festival of Creativity 2022 in France, one of the most prestigious advertisement accolades in the world. 


The Bigger Crash outdoor billboard and print ad campaign features cars overturned by hurricanes that happened in the past several years around the world. The campaign shows the seriousness of climate change through captions about the wind speed of the hurricanes, not the speed of the vehicles, such as ‘Katrina 280 km/h’ and ‘Jebi 285 km/h.’ The images also effectively emphasize the need for eco-friendly actions around the world for the sake of generations to come. 


Along with the Silver Lion awards in the Outdoor Billboard and Print advertising categories, ‘The Bigger Crash’ was also shortlisted in the Design category.


“This award recognizes Hyundai Motor’s efforts to show our customers that we are sincerely committed to fostering a sustainable future,” said Sungwon Jee, Vice President and the Head of Brand Experience sub-division of Hyundai Motor Company. “We will continue to carry out various activities to promote eco-friendly mobility under our brand vision, ‘Progress for Humanity.’”

‘The Bigger Crash’ campaign was designed to steer the conversation around climate change toward a greener future and shows Hyundai Motor’s thoughtful approach to offering various means of mobility. The campaign also stresses Hyundai Motor’s commitment to taking an active role in tackling the issue for the benefit of future generations.

Prior to the Silver Lions awards at Cannes Lions, the campaign also received the Silver Award at Graphite Pencil in the Photography category at the Design and Art Direction (D&AD), Europe’s leading advertising and design award. It also won seven prominent awards at The One Show Award in the U.S., and silver and bronze awards at The Art Directors Club in Germany. 


Founded in 1954, the Cannes Lions International Festival of Creativity is one of the most significant events in the advertising industry, with more than 25,000 works submitted from 90 countries around the world this year. The festival ran from June 20–24 this year.

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About Hyundai Motor Company

Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,' Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of sustainable future for the world, Hyundai will continue its efforts to introduce zero emission vehicles equipped with industry-leading hydrogen fuel cell and EV technologies.

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