Culture Brands, an independent, minority and female-owned agency, has been recognized with the Marketing category award in the 2024 Just Auto Excellence Awards for its collaborative execution of innovative campaigns with Hyundai Motor America that resonate with diverse audiences.
The Just Auto Excellence Awards celebrate the greatest achievements and innovations in the automotive industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies that are driving change in the industry.
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Culture Brands won the award for “The Drop” campaign, which creatively integrated sneaker culture with the launch of the 2024 Hyundai Santa Fe, resonating deeply with African American consumers. It was also recognized for excellence in safety communication with the “Drive In” campaign for the 2025 Hyundai Tucson, which effectively highlighted the vehicle’s advanced safety features in an engaging and entertaining manner.
“The Drop”: A cultural phenomenon in automotive marketing
Hyundai’s “The Drop” campaign, crafted in collaboration with Culture Brands, is a testament to the agency’s ability to intertwine cultural elements with automotive innovation. The campaign, which unveiled the 2024 Hyundai Santa Fe, ingeniously tapped into the vibrant sneaker culture, creating a unique narrative that resonated with African American consumers. By spotlighting Black-owned brands like Brandblack and featuring Black talent both in front of and behind the camera, “The Drop” not only showcased the Santa Fe’s advanced features, but also celebrated cultural diversity and creativity.
The campaign’s success lies in its authentic representation of the community it aimed to engage. By partnering with cultural icons like Director X and leveraging the expertise of Eunique Jones Gibson, Founder and Chief Creative Officer of Culture Brands, the campaign captured the essence of a coveted sneaker release, positioning the Santa Fe as a must-have item. The campaign highlighted the redesigned Santa Fe’s bold design, enhanced spaciousness with a third row, and advanced technological features such as dual wireless charging and dual 12.3-inch displays. Additionally, the soundtrack “Big Fish” by Vince Staples added a contemporary and culturally relevant vibe, enhancing the overall appeal.
The campaign was disseminated through various channels, including digital and influencer engagements, branded content development with culturally relevant media partners, and other digital touchpoints. This multifaceted approach ensured that the campaign reached a wide audience, further solidifying the Santa Fe’s position as a frontrunner among African American consumers.
“Drive In”: Infusing joy into automotive safety
The “Drive In” campaign for the 2025 Hyundai Tucson exemplifies Culture Brands’ prowess in transforming functional features into engaging narratives. This campaign, developed in collaboration with INNOCEAN USA, highlighted the Tucson’s advanced safety and technology features through a visually captivating storyline set in a neon-lit drive-in. By integrating a fun and fresh approach, the campaign successfully communicated the Tucson’s class-leading safety features, making them relatable and appealing to a broad audience.
The campaign’s ability to blend safety with entertainment underscores Culture Brands’ innovative approach to marketing. By showcasing the Tucson’s features, such as Blind-Spot View Monitor, Parking Collision Avoidance Assist, and Standard Forward Collision-Avoidance Assist, in a dynamic and engaging manner, the campaign reinforced Hyundai’s commitment to customer safety, while enhancing brand perception. The upbeat dance track “Move Your Feet” by Junior Senior added an energetic and lively backdrop, making the ad memorable and enjoyable.
This strategic execution not only elevated the Tucson’s market presence, but also demonstrated Culture Brands’ capability to create impactful and memorable marketing experiences. The campaign was part of Hyundai’s broader brand initiative, “There’s Joy in Every Journey,” which emphasizes the joy and reliability that Hyundai vehicles bring to their customers’ lives. The integrated campaign spanned broadcast, social, and experiential marketing, ensuring comprehensive reach and engagement across multiple platforms.
Culture Brands’ campaigns for Hyundai exemplify the agency’s dedication to cultural authenticity and marketing excellence. By seamlessly integrating cultural narratives with automotive innovation, Culture Brands has set new standards in the industry, proving that marketing can be both impactful and inclusive.
Company Profile
Culture Brands is a dynamic creative agency that specializes in aligning with brands to authentically engage multicultural communities. Through campaign and creative development, as well as media consultation, the agency leverages its deep cultural insights and lived experiences to deliver impactful and resonant messaging. Culture Brands is committed to amplifying Black voices and fostering genuine connections between brands and diverse audiences, ensuring that their clients’ messages are both culturally relevant and compelling.
In addition to its role as a creative agency, Culture Brands operates as a media platform dedicated to celebrating Black excellence across past, present, and future narratives. The company curates and develops custom content that highlights the richness of Black culture. As a consumer goods producer, Culture Brands identifies market opportunities to design and manufacture products that celebrate and amplify Black culture, fostering a sense of community. With expertise in brand development, creative storytelling, cultural insights, product incubation, and youth empowerment, Culture Brands leads in driving cultural conversations and innovation within the advertising industry.
Links
Website: https://www.culturebrands.co/
