Santa Fe 'SAFE' Campaign
A launch campaign for the all-new Santa Fe that positioned it as a safe and comfortable family vehicle through the clever “SA + FE = SAFE” wordplay concept.
Date
2017
Category
Graphic DesignThis launch campaign introduced the all-new Santa Fe as a comfortable and safe vehicle designed for families. Centering on the key messages “comfort for the family” and “safety for the family,” the campaign featured a clever wordplay concept: by covering the letters “NAT” in “SANTA FE,” the remaining letters reveal “SA” and “FE”—visually suggesting “SAFE.” This memorable idea clearly positioned the Santa Fe as a vehicle that puts safety first and earned praise from the client, Hyundai Motor America.