Hyundai Motor Group made history as the first automotive industry representative to host an official seminar at Cannes Lions 2024, the prestigious global event for creative communications. The seminar, titled “From Logic to Magic: 5 Ways to Make Tech Resonate,” captivated global media and marketers by demonstrating the Group’s innovative approaches to communicating complex technologies.
The five-day Cannes Lions Festival of Creativity, now in its 71st year, began on June 17 and features nearly 200 sessions, attracting over 25,000 submissions and 13,000 participants from more than 100 countries. This year’s festival continues its tradition of celebrating advertising and communications excellence across 30 categories.
During the seminar, Hyundai Motor Company and Kia Corporation highlighted their advancements in hydrogen energy, autonomous driving, robotics, advanced air mobility (AAM), and advanced materials. The presentation focused on how these technologies address critical issues such as accessibility, environmental impact, energy efficiency, and traffic congestion.
A significant portion of the seminar was dedicated to the innovative Nano Cooling Film developed by Hyundai Motor and Kia. This advanced material reduces a vehicle’s interior temperature by up to 10°C without darkening the glass, thereby lowering the energy needed for cooling. The film’s three-layer design effectively radiates heat away from the vehicle while reflecting incoming heat, showcasing the Group’s commitment to sustainability and innovation.
In April, Hyundai Motor launched the Nano Cooling Film in Lahore, Pakistan, through the “Made Cooler By Hyundai” campaign. This initiative aimed to assist locals facing extreme heat and high fuel costs due to excessive air conditioning usage, while adhering to local tinting laws. Over 70 vehicles were equipped with the Nano Cooling Film for free, along with campaign stickers, demonstrating the film’s benefits and promoting Hyundai Motor’s brand vision of “Progress for Humanity.”
The campaign received positive feedback for reducing temperatures and enhancing driving comfort, all while respecting local regulations and cultural contexts. The Group emphasized the importance of understanding historical, legal, and social factors when introducing advanced technologies.
The seminar was well-received by global media and marketing professionals, who appreciated the Group’s efforts to show how technology can address social issues. Attendees expressed gratitude for the insightful presentation, which illustrated Hyundai Motor Group’s leadership in combining technological innovation with social responsibility.
