When the undead rise, how will you survive?
What We Did
The Walking Dead “Chop Shop” campaign was an important initiative to connect the Hyundai brand to millenials in a culturally resonant way. As Creative lead, my contributions were to the campaign’s content, aesthetic, storyline, synergy, and connectivity. Just as importantly, I channeled the mindset of the super-fan into all aspects of the campaign, keeping the voice authentic and true to the Walking Dead franchise in a way that viewers recognized and truly connected with.
Additionall,y I helped craft the right fan voice across all channels, including Digital, Social, Events, Print, Collateral, Promotions, and Broadcast.
Website traffic increased 150%, Hyundai became the #1 fastest growing automotive brand on Facebook, and the Chop Shop became the #1 Automotive Lifestyle App on iTunes.
Also the Hyundai Walking Dead “Chop Shop” campaign went on to win the One Show Pencil, the Gold Clio, a Silver Effie, a Webby Award, Best of Show at the Digiday Awards, and Best of Show at the IAC Internet Advertising Competition.
For a deeper dive into what made on my thought leadership and creative work
Role: Associate Creative Director / SME
Agency: Innocean USA