Initiative
Hyundai, "Appetite for Adventure" STANDALONE VIDEO
Initiative discovered that their "The Modern Expressive" target experienced high interest in the culinary arts. So when
Hyundai wanted to inspire "The Modern Expressive" to try something new (their vehicles) they employed Chef David Lawrence, who traveled around in his Hyundai picking up ingredients outside of palate
comfort zones and challenging food bloggers from goodbite.com to create recipes with these ingredients, all the while highlighting key functions of the car. Chef Mark then recreated the recipes
through sharable video, banking on traffic and influence from notable culinary bloggers.