For some people, the way to work isn’t a way. It’s a lap. They believe there’s more to driving than just going from A to B. So when Hyundai N – the high-performance division of Hyundai – briefed us to reposition their brand globally while launching five new models, we knew this N spirit had to be our northern star. Our challenge: to not only talk to their current petrol-head fanbase, but also to those who never just do things for the sake of getting it done. Those who go all the way, with gusto. That’s when “Never just drive” was born.

Credits: INNOCEAN Berlin / CCO: Gabriel Mattar / ECD: Ricardo Wolff / Creative Director: Marlon von Franquemont / Copywriter: Antonio Neto / Art Director: Goncalo Martinho / Sr. Designer: Julia Sachse / Junior AD: Leon Celay, Hajra Tariq / Junior copy: Quynh Tran, Juan 'in a million' Kebork / CSD: Jonathan Hill / Business Director: Bjorn Wilke  / Sr. Account Manager: Rosalia Sosa / Producer: Michael Endres / Strategy: Anna Nowak-Otto, Odille Breffa / Director: Pantera / Production company: BWGTBLD / Photography: Mark and David.
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