In celebration of World Environment Day, Hyundai Motor Group announced on Thursday that it released a new digital film titled “Positive Energy” with K-pop group BTS.
The new content features Hyundai’s new Global Brand Ambassador BTS narrating the uses and benefits of renewable hydrogen as a future energy source. The one minute and 28-second video also display Hyundai’s flagship hydrogen-powered sports utility vehicle (SUV) Nexo.
The short film, titled “Positive Energy,” speaks to millennials as it aims to send a message, “A small drop of water for a better future.” Hyundai said that the video represents the company’s commitment to sustainable and smart mobility, utilizing hydrogen as a positive fuel source.
On June 1, the South Korean carmaker released a 19-second teaser, and the full-length video debuted globally on Hyundai’s official YouTube channel @HyundaiWorldwide ahead of World Environment Day.
Wonhong Cho, Hyundai’s Executive Vice President and Chief Marketing Officer, said that by celebrating the occasion with BTS, the company hopes to convey its belief that hydrogen is truly positive energy for a sustainable future. Cho added that Hyundai would continue to use its Global Hydrogen Campaign with BTS to champion hydrogen as and to raise awareness on current environmental challenges.
Under the slogan #BecauseofYou, BTS has helped Hyundai communicate and promote its sustainability messages to millenials.
#Hyundai x #BTS will give away a special bag made of Tyvek, a sustainable textile material which leaches no harmful compounds when landfilled. Stay tuned for the #PositiveEnergy event on Twitter and the challenge on TikTok for a chance to win the exclusive gifts! @BTS_twt pic.twitter.com/MsVtRjmnIQ
— Hyundai Worldwide (@Hyundai_Global) June 3, 2020
In conjunction, Hyundai said that it would also create a TikTok challenge called #PositiveEnergy, which users could participate in by singing along to 15 seconds of the new campaign tune with BTS and uploading the video.
According to the carmaker, the event would run from June 5 to 19. The company would then select participants at random and give them Hyundai x BTS merchandise such as a badge, an eco-bag, a multi-pocket, a key cover, a sticker, and a strap. Hyundai said that the items were produced from upcycled materials.