Hankook Tire came to us as a Korean client that wanted to increase its social presence globally. How does one connect a tire to social followers from 60+ countries speaking over 100 languages?
I started ideating simple copy that would link the entirety of the world under one umbrella (no matter what language you spoke or where you worked).
This included utilizing more graphic-forward content and when copy is included, using simple and short English: this allows broader reach for non-english speakers.
Shooting these graphics at a remote beach near Seoul it dawned on me and my team - we were enjoying our time together thanks to the tires. They were literally ... "Driving Emotion".
The "Driving Emotion" campaign successfully made an object as mundane as a tire appealing across borders, languages and people.
