Hyundai Tucson: Change is Good
Campaign Background
Hyundai intended to launch the third generation of its mid-sized SUV Tucson with a big bang because it was aiming to become a hit in the market. This is no exaggeration. It reflects the self-confidence of a car manufacturer that became one of the world's largest automakers in little more than an eye blink in automotive terms.
The development of a strong and distinctive design identity played a vital role in achieving this success. In 2010, came Fluidic Sculpture 1.0, a revolutionary design concept that easily reflected the ambition of Hyundai to build...