Global Hyundai campaign drew inspiration from crowdsourcing contest

eYeka offers agencies and brands access to an online community of 260,000 people who respond to briefs and submit their ideas hoping to win prizes in a contest format.

Hyundai's 'Live brilliant' campaign is running in airline magazines such as Emirates, Lufthansa, British Airways, Air France, Korean Air and Asiana Airways, as well as in global publications such as The Economist.

An Italian eYeka user, Federica Grosso (nicknamed "Oceanomare" on the site) won €10,000 for his submission, which depicts a person in a Hyundai designing an elaborate treehouse for a majestic tree that the car passes (below left). The submission, which carried the tagline “personal mobile inspiration”, was one of 233 the company received over the five weeks its brief was open. The entries came from 43 countries, and the total prize pool was €69,000.

Innocean rewarded six videos (from the UK, France, Spain, Czech Republic, China and Malaysia), as well as six print ad designs (from Italy, Indonesia, India and Spain).

Innocean adapted the winning print design into a series of ads (middle and right, below), each of which carries the following copy at the bottom: “This ad was inspired by ideas that consumers shared for the Hyundai co-creation contest at eYeka”.

According to eYeka, this is the first time a brand and creative agency have explicitly recognized the crowdsourcing site as the source of ideas for a global campaign.