The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Branded Entertainment

Shackleton's Return

Agency INNOCEAN / Seoul

Client Hyundai Motor Company
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Annual ID

OS_BE18075M

About the Work

The future of the automobiles which Hyundai envisions makes possible for people to go anywhere, at any time. 2016 being the centennial year of ‘The Endurance Expedition,’ Hyundai intended to create an all on-location documentary film depicting Patrick, great grandson of Shackleton completing the expedition. 2 year preparation period for the film included descendant interview, training, modification of Santa Fe, and engraving the crew messages on the vehicle. Despite -30 degrees temperature, snowstorms obstructing the path, Patrick drove 15~20 hours a day for 30 days(5,800km). Finally, the film could successfully portray the course of completing the dream of 100 years ago in a passenger car for the first time in history. Hyundai, together with Patrick, fulfilled the dream of a hundred years ago. By bringing back his leadership and the spirit of self-sacrifice, we could deliver Hyundai’s philosophy of “Together for a Better Future”.