AGENCY
Barney Goldberg, Executive Creative Director
Jeff Bossin, VP, Group Creative Director
Ryan Scott, VP, Group Creative Director
Mike Braue, VP, Group Brand Director
Bryan DiBiagio, Brand Director
Zach Reusing, Strategy Director
Nicolette Spencer, VP, Head of Production
Ben Gogley, SVP, HMA Media
Sean Gilpin, SVP, Managing Director, Brand ManagementChris Dyer, Art Director
Eddie Babaian, Copywriter
Christy Butler, Brand Manager
Brian Bittker, Director of Product Information
Charlie Ashby, Product Information Specialist
David Thalberg, PR Manager
Melissa Moore, Senior Content Producer
Devondra Dominguez, Content Producer
Jana Nauman, Director, Business Affairs
Sheila Barrand, Business Affairs Manager
Theresa Artaserse, Broadcast Traffic Supervisor
Christy Powers, Broadcast Traffic Manager
Suzanne Cheng, Project Manager Supervisor
Quinlan Sparks, Project Manager
Cindy Scott, SVP, Strategy
Tommy Yoshihara, Director of Marketing Analytics
Canvas Worldwide
SUMMARY
Amid a declining midsize sedan segment, Hyundai needed to launch their all-new Sonata while making in-roads on profitability and share. We saw an opportunity to move beyond the quality, dependability and reliability that drives the category and make technology the star with Sonata’s class-exclusive Remote Smart Parking Assist. By simplifying the feature to “Smart Park” and adding a memorable, heavy Boston accent, “Smaht Pahk” was a wicked powerful way to drive recall, search and ultimately, profitable market share gains.
