How We Drove A Car With The Power Of Our Minds

'Driven By Optimism'

With Hyundai's low brand recognition we needed a campaign that not only grabbed peoples' attention, but familiarised them with their innovative and optimistic personality. Inspired by these core values, we asked ourselves: could a car be driven by the power of positive thought?

To find out, we rigged a Hyundai i20 with an EEG head sensor and a robotic driving mechanism. If the driver was thinking positively, the car moved. We tested three influencers from very different backgrounds to see how far they could take each car, capturing their reactions in a documentary-style film.

During the campaign, there was a 58% increase in searches for ‘Hyundai’.  General awareness rose by nearly 10%, but interestingly it also rose 62.5% among women.



'Driven by Optimism' perfectly reflects our brand ethos - blending the latest technology with the human spirit to challenge convention and keep pushing boundaries.

Adam Nickson, Head of Brand Strategy & Comms at Hyundai


Meet The Expert

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Stephen Firth

Senior Partner and Managing Director

Stephen Firth is the original founder and Managing Director of Gravity Thinking in London, now part of the Vivaldi family. Specialising in digital marketing and communications, Stephen established an award-winning creative agency working with some of the world’s leading brands including Hyundai, Disney and Allianz.