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Special Project

Special Project
From the 15th Annual Shorty Awards

ELANTRA N Unwrapped…Ap-peeling to the Masses

Finalist in Single Post or Activation

Entered in Unboxing Video


In this short but punchy TikTok, we highlighted the oddly satisfying experience of “unboxing” on a grand scale by unboxing a brand-new Hyundai ELANTRA N. With a series of quick cuts, we peeled the fresh-from-the-factory plastic stickers off the surface of the new car, revealing the shiny new paint job underneath, all while tickling our audience’s eardrums with the undeniably crispy, ASMR-satisfying “new-new sounds” of fresh-peeled perfection.

Strategy and Execution

Our strategy was to jump on opportunities that could be tied to trending behaviors on TikTok. Our goal was to amass large numbers of engagement by utilizing a trend across TikTok in all categories. The algorithm needs these numbers to stay hot, so trends like this are crucial to turn out quickly.

The speed of culture on TikTok waits for no brand. Luckily, we’re pros at meeting a challenge. We’ve got a natural talent for creativity, timeliness, and a real passion for tok’ing. We wanted to join the viral “unboxing” video trend in a unique way that was relevant to Hyundai. We were also challenged to meet these expectations on a low production budget of $1,200.



By marrying two trends, the cultural phenomenon of ASMR content and unboxing, we showcased the ELANTRA N on @hyundaiusa TikTok in a dynamic, culturally relevant way that garnered the attention of 4.4M of our closest friends. This video also received 321k likes, 1.8k comments, and 6.8k shares on TikTok.


Video for ELANTRA N Unwrapped…Ap-peeling to the Masses

Entrant Company / Organization Name

INNOCEAN USA, Hyundai Motor America


Entry Credits