Hyundai cleans up at 2021 Red Dot Awards

HYUNDAI Motor Corporation (HMC) has cleaned up at the 2021 Red Dot Awards for Brands and Communication Design, claiming 14 ‘Winner’ awards and two ‘Best of Best’ prizes.

The wins were for HMC’s work across various technological elements, with its new technology campaign ‘Little Big e-Motion’ being named the Best of Best in the Film and Animation category while Ioniq 5’s new ‘Hyundai EV Infotainment System – Jong-e’ theme design took top honours in the Interface and User Experience category.

The ‘Little Big e-Motion’ campaign video “shows how a minicar equipped with Emotion Adaptive Vehicle Control (EAVC) technology helps young patients go from hospital bed to treatment room”. 

As for the infotainment system, the brand said “the system’s Jong-e Graphic User Interface (GUI) offers various interior ambience settings, such as soft, delicate and exuberant colour gradients with parametric pixel design elements like those used for IONIQ 5’s exterior lights” – Jong-e translates to ‘paper’ in Korean.

The other 14 ‘Winner’ awards were spread across the Film and Animation, Interface and User Experience, Spatial Communication, Apps, Advertising, Online, and Digital Solutions categories.