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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

Hyundai’s Young Entrepreneurs Series with BuzzFeed, How Your Leftovers Could Feed the Homeless

Finalist in Auto

Entered in Poverty & Hunger


At Hyundai, making things better is at the heart of everything they do. It's why they question the impossible. It's why they wake up every morning and ask themselves: How can we make things better?

Our objective was to reach new audiences and tell stories that would echo Hyundai's "Better Drives Us" mantra. To help craft that story, Hyundai partnered with BuzzFeed to develop impactful branded content for the launch of the all-new Ioniq Hybrid. BuzzFeed set out to bring Hyundai Ioniq's product positioning, "You can do better without having to compromise" to life through video content that:

● Passes the Hyundai Empathy Test, enriching viewers' experience with positive content and making their lives better.

● Inspires viewers to not only consider purchasing a Hyundai Ioniq, but engage viewers to view, share, and comment on the videos.

● Helps lead to the strategic idea that Hyundai Ioniq enables people to do the right thing and be better, while not having to compromise on both style and performance.

Strategy and Execution

Hyundai tasked BuzzFeed with creating content that delivers on Hyundai's brand promise.

We found inspiring young entrepreneurs that share the same brand ethos of "Better Drives Us", strategically aligned with them and told their stories, and used it as a platform to introduce our new Ioniq, which was showcased organically within the content.

Hyundai and BuzzFeed created a docuseries highlighting individuals in the community who personified this idea of being driven by better and making the world better around them.

In "How Your Leftovers Could Feed the Homeless" LaRayia Gaston, founder of Lunch on Me, demonstrates how she is driven to be better by sharing her mission to inspire radical acts of kindness in the homeless community. The Lunch on Me organization repurposes leftovers to feed the homeless six days a week and throws block parties, complete with barbers, reiki healing and quality meals. Because LaRayia believes everyone should be loved unconditionally.

This video brings to life how you can do better without compromising and address hunger by redirecting potentially wasted food to those in need.


Results from Hyundai's "How Your Leftovers Could Feed the Homeless" video with BuzzFeed exceeded expectations and blew away benchmarks!

Sharing is the clearest metric for showing that media is creating a social connection between people. The video surpassed BuzzFeed's sharing and engagement benchmarks driving more than 14M views, 40M impressions and 71K shares. It far exceeded BuzzFeed's Automotive Branded Content reaction ratio benchmark of .57% with rates of 4.26% and share ratio benchmark of .07% with rates of 2%.

The video made BrandTale's Top Branded Ads for the month of June.

We saw lifts across key KPIs:

● Ad Recall

● Awareness

● Attribute Rating

The video also had real-world impact: Within a week of the launch, the Lunch on Me organization received over 700 emails from people wanting to help. Whole Foods reached out to donate their leftover food as well as other businesses, including Uber. The chef from SpaceX is now volunteering for the organization.


Video for Hyundai’s Young Entrepreneurs Series with BuzzFeed, How Your Leftovers Could Feed the Homeless

Entrant Company / Organization Name

INNOCEAN USA, BuzzFeed, Canvas Worldwide Americas, Lunch on Me, Hyundai Motor America


Entry Credits