ION Hankook tires are the world’s first full line-up of tires specifically designed for EVs. To promote its technology and outstanding performance and grip, Hankook teamed up with McCann New York and McCann Birmingham, creating a compelling story that shows the importance of having the right tire for all the unpredictable things that you’ll encounter on the road while driving – traffic, pedestrians and deer.
In fact, about 1.5 million deer-car accidents occur every year, resulting in approximately 200 fatalities, 10,000 injuries and $1 billion in insured losses annually. Good tires are essential to avoiding these accidents and Hankook’s line of iON evo tires are specifically designed for EVs, using less energy while maximizing driving performance.
“Bad Day” sends this message in a whimsical and unique way, following a deer as it traverses nature’s obstacles with ease only to jump onto the road right in front of a moving car. Tragedy for both the deer and the car’s occupants is avoided thanks to the iON evo Hankook tire, highlighting the importance of having the right tire to be prepared for the road’s unexpected and unpredictable moments. Watch below:
REELated:
The campaign was brought to life through the collaboration of RECH x Fried and Okean, with music composed by Mr. Pink Music. Titled “Bad Day,” the campaign will be showcased across digital and social channels.
CREDITS:
CLIENT: Ion Hankook Tires
AGENCY: McCann
- Joe Cronin, Managing Partner, McCann Central
- Tom Grocott, Group Head of McCann Live, McCann Central
- Adrian Botan, CCO, McCann Europe
- Vince McSweeney, CCO, McCann Central
- Shayne Millington, CCO, McCann New York
- Pierre Lipton, CCO, McCann New York
- Cristina Reina, EVP Global Executive Creative Director, McCann New York
- Pete Johnson, EVP Global Executive Creative Director, McCann New York
- Guilherme Racz, SVP Group Creative Director, McCann New York
- Lucas Casao, SVP Group Creative Director, McCann New York
- Jon Elsom, Group Executive Creative Director, McCann Central
- Adam Bodfish, Executive Creative Director, McCann Central
- CREATIVE EXCELLENCE
- Carmen Bistrian, Global Product Excellence Director, McCann Worldgroup
- Stephen Walter, Creative Excellence Manager, McCann Central
- Stella Warkman, SVP Director of Creative Excellence and Operations, McCann New York
- MUSIC
- Henrique Racz, Music Director
- Silvio Piesco, Music Director
- Gabriel Milenik, Composer/Producer
- Edilson Martins, Sound Designer
- Beto Freitas, Sound Designer
- Chica Mauger, Executive Producer
- Mr. Pink, Production
CGI & CHARACTER ANIMATION: RECH x Fried
- Josip Modli, CGI Character Animation Director, RECH x Fried
- Uros Obradovic, Character Design, Animation and Direction, RECH x Fried
- Filip Madzunkov, Rigging, RECH x Fried
- Alexander Semyonov, Animation Department Lead, Okean
- Mr.slayerk, VFX Department Lead, Okean
- Sergey Bazhanov, 3D Department Lead, Okean
- Aleksey Dorokhin, Fur Department Lead, Okean
- Maria Averina, Artistic Work & Concepts, Okean
- Vesna Madzunkov, Modeling & Texturing, RECH x Fried
POST PRODUCTION : RECH x Fried
- Shamsher Walia, Creative Producer, RECH x Fried
- Kim Holbrook Production Director, RECH x Fried
- Jeremy McHugh, Storyboard Artist, RECH x Fried
- Oleg Karasev, Creative Director, Okean
- Alexander Ilyin, CGI Art Director, Okean
