Fashion bloggers, designers and musicians are teaming up to promote Hyundai KONA in a new European campaign targeted towards Gen X/Y. The social media influencers are featured in short video profiles in which they describe why and how Hyundai's design completes its aesthetic. Fashion blogger Gala Gonzalez describes how her car is "an important accessory" and goes on to describe the most important thing in her life: authenticity. The numerous video profiles are cleverly used not to showcase the quality of the car, but to instead highlight how the embodied spirit of the company and car align with the successful influencers' personal values and creative drive.
The hashtag #Youdefineit accompanies each video, encouraging young people to follow the stories, photos and lives of the social media personalities as they journey with Hyundai KONA.