Live The WAH
Hyundai Auto Canada — Tequila Communication
About this project
Live The WAH, directed by Olivier Staub, was the launch campaign for Hyundai's WAH platform in Quebec — inspired by the Korean expression "WAH" (와), an exclamation of amazement, delight and emotional surprise. Produced by Tequila Communications with Innocean Worldwide Canada handling national strategy, the campaign introduced a new emotional language for Hyundai through a series of nine brand films shot across Quebec, with singer and entrepreneur Marilou Bourdon as exclusive Quebec brand ambassador. The films capture moments of discovery, connection and wonder across landscapes, seasons and road experiences — presented in cinema, TV, digital and out-of-home.
Director's Statement
The WAH campaign was a monster job, and a great ride. I directed the launch of Hyundai's WAH platform in Quebec through a series of nine brand films built around movement, wonder and the joy of the road. Inspired by the Korean expression "WAH" (와), an exclamation of amazement, delight and emotional surprise, the platform was created to connect to the way people experience something beautiful or unexpected. I wanted each film to feel like a lived experience, moments of discovery, connection and awe that audiences could genuinely relate to. With Marilou at the wheel, the films became a cinematic journey across Quebec: landscapes, seasons, cars, weather, people and the kind of controlled chaos that makes a shoot unforgettable.
Individual Films — 3 executions
Credits
Details
Versions
Press
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Live The WAH
Hyundai Auto Canada — Tequila Communication
2022
About this project
Live The WAH, directed by Olivier Staub, was the launch campaign for Hyundai's WAH platform in Quebec — inspired by the Korean expression "WAH" (와), an exclamation of amazement, delight and emotional surprise. Produced by Tequila Communications with Innocean Worldwide Canada handling national strategy, the campaign introduced a new emotional language for Hyundai through a series of nine brand films shot across Quebec, with singer and entrepreneur Marilou Bourdon as exclusive Quebec brand ambassador. The films capture moments of discovery, connection and wonder across landscapes, seasons and road experiences — presented in cinema, TV, digital and out-of-home.
Director's Statement
The WAH campaign was a monster job, and a great ride. I directed the launch of Hyundai's WAH platform in Quebec through a series of nine brand films built around movement, wonder and the joy of the road. Inspired by the Korean expression "WAH" (와), an exclamation of amazement, delight and emotional surprise, the platform was created to connect to the way people experience something beautiful or unexpected. I wanted each film to feel like a lived experience, moments of discovery, connection and awe that audiences could genuinely relate to. With Marilou at the wheel, the films became a cinematic journey across Quebec: landscapes, seasons, cars, weather, people and the kind of controlled chaos that makes a shoot unforgettable.
Credits
Director — Olivier Staub
Director of Photography — Pawel Pogorzelski
Director of Photography — Jonathan Decoste
Producer — Stéphanie Beaudin (Les Enfants)
Producer — Céline Ceillier (Les Enfants)
Agency Producer — Johanne Pelland (Tequila Communication)
Creative Director — Christian Berthiaume (Tequila Communication)
Copywriter — Annie-Claude St-Pierre (Tequila Communication)
Editor — Paul Jutras
Color Grading Artist — Benoît Côté
Online Editor — Jean-Marc Laurin
Music & Recording — Yan Dal Santo
Music & Recording — (LaMajeure)
Press
Hyundai fabrique du WAH — Le Grenier: https://www.grenier.qc.ca/nouvelles/30983/hyundai-fabrique-du-wah
Hyundai's New Brand Platform Has A 'Wah' Factor — Campaign Canada: https://www.campaigncanada.ca/article/hyundai-s-new-brand-platform-has-a-wah-factor/48mrn7033f63dtgatbftkzr3nf
Hyundai's New Brand Platform Has A 'Wah' Factor — The Message: https://www.campaigncanada.ca/article/hyundai-s-new-brand-platform-has-a-wah-factor/48mrn7033f63dtgatbftkzr3nf
Executions
- Hyundai Live The Wah (Launch)
- Hyundai Summer
- Hyundai Winter