Hyundai Engineering & Construction’s Fourth Brand Campaign – Adding Art to Safety Helmets
The safety helmet used daily on construction sites was treated as a single object and transformed into five unique artworks by five artists.
CLIENT : Hyundai E&C
We reinterpreted Hyundai Engineering & Construction’s image by collaborating with young artists who created artwork drawn directly onto safety helmets. We engaged artists from various fields, each using their unique sensibility and style with diverse materials to express Hyundai E&C through their artwork.
Saltcake directly contacted artists from various fields and finalized collaborations with five artists: architect Kim Lee-Hong, fashion artist Ulkin, diorama artist Ahn Jung-Hoon, Oriental painter Lim Bo-Young, and illustrator Ari. We looked forward to seeing how these artists from different disciplines would express their unique styles on the safety helmets.
However, campaigns are not created easily. Saltcake conducted individual interviews with each artist to discuss their vision, philosophy, and how they planned to express their ideas on the safety helmets. We also thoroughly benchmarked other brand campaigns and developed a video storyboard. Now, let’s watch the video!
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