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Genesis expands partnership with CNN's Great Big Story and creates new fellowship programme


By Shawn Lim | Reporter, Asia Pacific

June 18, 2018 | 3 min read

Hyundai’s luxury car brand Genesis is renewing its content partnership with CNN’s Great Big Story (GBS) for another year and creating a fellowship program to support emerging filmmakers.


‘Origins’ was a key part of a GBS’s year-long partnership with Hyundai’s luxury car brand Genesis.

Signed and launched as a channel in 2016, ‘Origins’ was a key part of a GBS’s year-long partnership with Hyundai’s luxury car brand Genesis. It was designed to explore the history of things, from design to food to pop culture with Genesis brand integration.

50 ‘Origins’ videos have since been produced by GBS, from ‘Comic Sans: The man behind the world’s most contentious font’ to ‘Brewing Korea’s favorite drink from a 300-year-old recipe’, as well as branded content about Genesis’s own origin story and how it draws inspiration from South Korea’s legacy and heritage.

The renewed partnership will be expanded to include Genesis brand integration into ‘Origins’ over the next 12 months, featuring as sponsor on all Origins editorial films. CNN’s branded studio Create, will also produce two branded content videos to delve into Genesis and what it stands for.

In addition, CNN has also launched the new Genesis Student Film Fellowship, which will offer two college students $20,000 grants to support the production of their very own micro documentaries, which will premiere before public audiences at select international film festivals in the fall of 2018.

The fellows selected from the University of Texas Austin and the Korean National University of Arts will grow their filmmaking skills and experience with guidance from GBS producers.

“Genesis is a long-standing partner of CNN’s, and we are committed to build on this robust partnership to align the DNA of the luxury brand with the immersive storytelling from Great Big Story,” said Sunita Rajan, senior vice president of advertising sales in Asia Pacific at CNN International Commercial.

“Building on the success of Origins, our collaboration this time is powered by in-depth audience insight and tailor-made to deliver tangible benefits through a smart combination of branded content across Great Big Story platforms along with the exciting addition of the Genesis Student Film Fellowship.”

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