Three-episode series by Hyundai showcases the brand’s new Kona, featuring stories from vloggers and travellers
In support of the 2018 Kona launch, Hyundai Motor America and its agency partner, INNOCEAN Worldwide, headed to the Big Island of Hawaii to film five strangers coming together to share their perspective on living purposefully.
The Kona Way is a three-episode series that celebrates chasing meaning, instead of means, and focusing on what truly matters.
The films feature the first-ever Kona, the brand’s smart utility vehicle that has a variety of features, including Apple CarPlay, Android Auto and Blue Link capabilities, to live the Kona Way.
“This series gives us a platform to help tell the stories of people motivated by making life more meaningful and enjoyable by doing more with less. That concept really resonates with the target buyer for Kona,” said Paul Imhoff, Director, Marketing Communications, Hyundai Motor America.
Sam Potter is a Hawaiian native and influencer who travels the world in search of new sites and people, and, despite the fact that he is forever exploring, he feels there is still so much to learn at home for him to truly grow as a person. Alicia is a free diver and underwater photographer living in Hawaii, who believes in finding a place in life where you can be you and feel comfortable in your environment. The two reflect on their Kona Way of living and the responsibility they have to find meaningfulness in every moment.
In another video, Rowena, a vlogger who encourages her followers to live proactively, grew up always wanting to help people. Kai, a Hawaiian firefighter and devoted father, shares with her how local Hawaiian wisdom passed down through generations helped shape his life and give him purpose, and his understanding that everyone and everything is connected.
It took leaving his native home of Hawaii, travelling the world and coming back for Sam to truly appreciate the beauty and culture of the island, whereas Micah, a hula leader, has always stayed true to Hawaiian tradition and strongly believes in giving back to not only the people but also the land. Micah invites Sam to watch his hula dance group, and the two discuss the importance of respect and appreciation for what one has.
Hyundai was a two-time winner of the World Branding Awards, in the Automotive category.