Innocean and Hyundai asked Inside Culture to lead a series of executive workshops to help change the OEM’s brand image. Despite leading electrification, Hyundai was associated with value and little else. For Hyundai, overcoming an uphill battle was familiar territory. When Chung Ju Yung founded the company, the ‘experts’ unanimously predicted failure. The brand strategy found inspiration in this adversity and built a connection between Korean values and Canadian tenacity. In execution this resulted in the ‘Wah’ campaign.