Electric Air
Award: Shortlist
Shortlist / Press & Outdoor / Innovation / 2022
Rather than sponsor a surf competition, Hyundai created one of its own. It's now widely considered one of the most innovative surf competitions ever held in Australia, reaching seven million Australians. By creating a new format that pushed the boundaries of surfing, the brand instantly became part of surfing culture. Surfers didn't see it as just another logo vying for exposure – they saw an opportunity to fly high and have some fun.
