Digital Film

SOLATI Moving Hotel

The SOLATI Moving Hotel has emerged from a cooperation between Hyundai Motor Company and SM Entertainment. It is part of Hyundai’s initiative to promote more value to its customers, going beyond transportation. The envisioned new form of luxury mobility has been optimised for the artists of SM, a South Korean entertainment company and talent agency. To emphasise the interior of the car, which offers itself as an ideal retreat with highest comfort specifically tailored to the needs of extensively travelling celebrities, the film features a female singer for the main background music. The strong jazz vocal singing a message of love is intended to create tension. The music starts to play minimally when the actors are walking towards the car. But just as the car starts to move, the music instantly captures and highlights the change to a private space alongside the movements of the car. Shot in slow motion, the film has been perfectly matched to both the elegiac, jazz-themed ballad as well as all car sound effects, with the aim to reflect the exclusive character that these individually configurable luxury vehicles offer their users.

Statement by the Jury

This promotional film is a really good example of how a corporate sound logo can be translated into a song. The implementation is wonderfully subtle and harmonises perfectly with the images that promote these exclusive automobiles. The different media as well as the smart integration of Hyundai’s sound logo into a song all blend together into a highly convincing unity.

Red Dot: Best of the Best Red Dot: Brand of the Year

Credits

Client:

Hyundai Motor Company, Seoul, South Korea
Design:

Hyundai Motor Company Creative Works Seoul, South Korea MOG Communications, Seoul, South Korea
General Management:

Sungwon Jee Hyundai Motor Company
Project Management:

Jumi Kim Yoonhyue Kim Wooyoung Son Hyundai Motor Company
Design Management:

Young Jang Sukgyu Choi Hyundai Motor Company
Creative Direction:

Wonhee Chung MOG Communications
Art Direction:

Sukwon Kim SWV
Production:

Joungjin Park Sukhyun Chung MOG Communications
Film Production:

MOG Communications You’ve Got Pictures ASAP MODA