Genesis is the first luxury car brand on the Korean market. In times when both global politics and local tension in the divided country were tearing it further apart, Genesis wanted to give people in its home country something to be proud of – something that would bring them together.
So while the automotive industry was congregating at the IAA in Frankfurt, Genesis hosted a festival in the company’s hometown, Seoul. 20,000 free tickets for a one-of-a-kind event in the city’s iconic Olympic Park to mark the launch of the new G70. We designed the fully animated stage for the people of Seoul, inviting stars like Gwen Stefani, Andra Day, and CL, and hosting a fashion show by Jeremy Scott.
In this one night, and on this stage, the Genesis Motors brand was no longer a car company. It became a symbol of pride for Korean people. And touched the heart of 50 million people.