Hyundai have launched Kona, their new compact SUV model with a brave, bold design looking to attract the non-conformists. Hyundai worked with creative agency Gravity Thinking to create ‘Stand Out,’ a series of films aimed at real women and men who go against the grain and who are unafraid to be themselves.
The theme behind ‘Stand Out’ is trolling – as we all know, individuality comes at a cost. When you stand out, you attract as much love as you do hate.
Hyundai wanted to rise above the hate and own our individuality. Gravity Thinking created a campaign that would celebrate individuality by embracing the negativity and turning it into something positive.
Trolling is poisoning audiences, so headlines include: ‘More than 4 in 5 Young People have been exposed to online hate’, ‘Instagram is the Worst Platform for Cyber Bullying’ and ‘Quarter of teenager’s subject to online trolls.’
Gravity Thinking worked with performance poet Vanessa Kissule to create a series of films that could help counteract negative comments online. Teaming up with three bold influencers, they read out their hateful comments and gave them a positive spin with a confident, poetic rebuke.
The campaign launched on Hyundai’s YouTube channel on 7 November, supported via a seeding plan across Facebook, Twitter, and Instagram.
Kylie Lewis, senior creative at Gravity Thinking said: “Stand Out not only embodies Hyundai's values of positivity and optimism but taps into one of society's biggest issues: online trolling. By turning people's negative comments into positive ones, we wanted to empower people and create a meaningful campaign that went beyond a standard car launch.”
Adam Nickson, head of brand strategy and communications at Hyundai Motor UK said: "Stand Out is a totally different socially-led campaign, for a totally different kind of car. Kona is designed for those who celebrate their uniqueness, those who don’t worry about being unconventional and shape the world around them rather than it shaping them. So, Stand Out as a campaign is a natural extension of the ethos of the car – Hyundai and Kona partnering with bold influencers to celebrate individuality and positivity”
Gravity Thinking is a creative agency based in London.