2023

Choose Yours

Entrant

Culture Brands

Category

Branded Content - Auto & Auto Services

Client's Name

Hyundai

Country / Region

United States

Gallery

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 1)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 2)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 3)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 4)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 5)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 6)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 7)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 8)

MUSE Creative Awards Winner – Choose Yours by Culture Brands (Image 9)

About The Entry

"Choose Yours", which cleverly references the viral “pick the paper” TikTok challenge, taps a real couple to experience the convenience, accessibility and joy of electrification. Designed to strengthen the connection between Hyundai and the African American community through the embedding of cultural references and nuances in the creative messaging, the ‘Choose Yours’ campaign resides under the OKAY Hyundai marketing theme, which was first launched in Fall 2021. In ‘Choose Yours’, Hyundai's 2023 all-electric vehicle lineup, the IONIQ 5 and IONIQ 6, are highlighted as a seamless fit into a modern-day love story in a sustainable and adaptable way, which is an investment as long-standing as true love.