Leave your mark

Nevada, US – Hyundai has gone beyond blue-sky thinking and into the stratosphere with its latest campaign, A Message to Space.

• Hyundai’s record-breaking message is visible from on board the International Space Station
• Space is one of the areas that Immortal Brands are beginning to explore

In an audacious stunt the automotive brand used a fleet of 11 Hyundai Genesis sedans to write a message measuring 5.55 square kilometres on Nevada’s Delamar Dry Lake. The reason for this record-breaking message? To connect a young daughter with her astronaut father, circling the globe some 250 miles above on the International Space Station (ISS). Fans of the campaign are invited to create their own virtual space messages on a dedicated microsite and to view the photograph taken from on board the ISS.

The Big Picture: In the age of The Immortal Brand, consumers are looking for grand gestures, gravitas and a sense of adventure that goes beyond short-termism.