Hyundai Hope On Wheels
Hyundai Hope On Wheels is one of the largest private funders of pediatric cancer research in the U.S., having donating over $130 million to research. Despite this massive contribution, the brand needed to deepen its emotional connection with the public. The challenge was to translate a corporate CSR platform into a human-centric movement that compelled audiences to not just observe, but participate.
Insight:
There is no hope until many people walk the same path together. Hope isn’t a solitary feeling; it emerges from collective action.
Goal:
To move beyond simple awareness and create a tangible “culture of hope.” We needed to visualize the abstract concept of “hope” through real stories, facts, and images, creating a unified path that the audience could walk alongside the children, families, and researchers.
We anchored the visual identity in the campaign’s most powerful symbol: The Handprint.
At various Hyundai Hope on Wheels events children and doctors dip their hands in paint and leave their mark on a Hyundai car. My strategy was to digitize this ritual, transforming the handprint from a static logo into a dynamic, interactive storytelling device. The core message “Hope Lights the Way” was visually translated into a bright, optimistic, and clean aesthetic that celebrated life rather than focusing solely on illness.
Wall of Hope
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Experience the Wall of Hope (Mobile)
Wall of Hope
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The 2025 campaign successfully transformed passive viewers into active participants in the fight against childhood cancer. We saw an increase in engagement with the website, registrations for the 5K series, and individual donations.