It’s been an undeniably tough year, but with recent weeks seeing the UK start to shake the darkness of winter, emerge from lockdown and generally return to some form of normality, things are starting to look up.
To help Hyundai capture the nation’s growing feeling of optimism, we teamed up with internationally renowned light artists, Squidsoup, to create the Tunnel of Light, a 9 metre long immersive art installation. The symbol of hope features 160 individual ‘sun pixel’ lightboxes which replicate the perfect hue of sunlight, leaving visitors feeling invigorated and refreshed.
Wanting to show appreciation for those that have worked so hard to help us through the pandemic, we donated the tunnel to Guy’s and St Thomas’ Hospital as they celebrated administering 100,000 Covid vaccinations, where it will welcome hundreds of NHS staff, patients and vaccine recipients over the next month.
The combination of stunning visual assets, compelling research findings and some good old fashioned timely positive news was lapped up by the media, resulting in over 180 pieces of coverage to date, including standout articles on Daily Mirror, Daily Star The Times, Evening Standard, The Independent, Metro and the Guardian, as well as broadcast features on the BBC and ITV.
A really rewarding and purposeful campaign for everyone involved – here’s to looking forward to brighter days ahead…
Hyundai Tunnel of Light from Hope&Glory on Vimeo.
