Hyundai Engineering & Construction’s Fourth Brand Campaign – Adding Art to Safety Helmets

The safety helmet used daily on construction sites was treated as a single object and transformed into five unique artworks by five artists.

We reinterpreted Hyundai Engineering & Construction’s image by collaborating with young artists who created artwork drawn directly onto safety helmets. We engaged artists from various fields, each using their unique sensibility and style with diverse materials to express Hyundai E&C through their artwork.

Background

Construction is seen by the public as a distant industry with few emotional touchpoints. During COVID, people's withdrawal made it even harder to build empathy and trust in the brand. A campaign was needed to keep the industry's weight while changing perceptions through a new visual language and an emotional approach, shifting toward communication-driven engagement.

Solution

For Hyundai E&C's fourth brand campaign, we reinterpreted the industry's image by making the safety helmet used every day on construction sites into an art object. We recruited five artists from different fields ourselves: architect Kim Lee-Hong, fashion brand Ul:kin, diorama artist Ahn Jung-Hoon, Korean painter Lim Bo-Young and illustrator Ari. We interviewed each artist about direction and philosophy, benchmarked other brand campaigns and produced the video storyboard. Running an online exhibition campaign alongside an AR-filter campaign for Gen Z, it reached 700,000 views in a single week.

Key Features

• An online exhibition campaign of helmet art collaborations

• Five artists, five styles, and a campaign film

• AR-filter participation content for Gen Z

• An Instagram-based engagement content strategy

Saltcake directly contacted artists from various fields and finalized collaborations with five artists: architect Kim Lee-Hong, fashion artist Ul:kin, diorama artist Ahn Jung-Hoon, Oriental painter Lim Bo-Young, and illustrator Ari. We looked forward to seeing how these artists from different disciplines would express their unique styles on the safety helmets.

However, campaigns are not created easily. Saltcake conducted individual interviews with each artist to discuss their vision, philosophy, and how they planned to express their ideas on the safety helmets. We also thoroughly benchmarked other brand campaigns and developed a video storyboard. Now, let’s watch the video!