There have been very many campaigns about brands tackling climate change. This one, though, is strikingly different. Hyundai Motor and Jung von Matt Neckar have made climate change personal in an unusual campaign that features car disasters caused by climate change.
The global campaign, Last Safety Feature, brings to the forefront a critical message. Even with the plethora of safety features present in modern vehicles, none can shield us from the catastrophic impacts of climate change.
The outdoor, print, and social media campaign harnesses the power of attention-grabbing images, showing vehicles impacted by the escalating effects of climate change – cars submerged by floods, a truck overturned in a blizzard, vehicles burnt out by wildfires or sunk by sandstorms. All highlight Hyundai’s various safety features but make the point that they won’t save us from climate change.
All the photography used comes from real life photographs sourced from both news reports and environmental journals. The creative team at Jung von Matt searched through more than 25,000 images to create the campaign, which emphasises that achieving carbon neutrality is not just an option, but a necessity for the ultimate safety of everyone on the planet.
Last Safety Feature is a call to action for industry leaders and individuals to recognise the importance of sustainable practices. In an era where technology has reached unprecedented heights, this campaign serves as a reminder that our greatest achievements must include safeguarding the environment.
Andreas Brunsch, managing director, JvM NECKAR, stated, “What has been truly commendable about this campaign is Hyundai’s straightforward tone. They are candidly acknowledging that while their innovations and those of the autonomous industry are impressive, they pale in comparison to the larger issue of climate change.”
Hyundai is investing heavily to become carbon neutral by 2045.
The campaign is running globally in markets including Germany, Australia, Thailand, Singapore, Canada, and India.
