Hyundai Hope On Wheels: Reimagining a National Childhood Cancer Awareness Campaign

For National Childhood Cancer Awareness Month, Hyundai Hope On Wheels sought to evolve its national campaign with a more emotionally resonant creative direction.While honoring its legacy of children’s handprints, we introduced “Powered by Hope,” shifting the focus from symbolism to the children themselves. I developed the creative brief and directed photography to center authenticity, quiet strength, and moments of joy. A light-touch branding system and the use of gold balloons, referencing the official awareness color, created a more emotionally resonant visual language. The result was a renewed, hope-centered campaign adopted by Hyundai dealerships nationwide.