Conquer the Weekend

Agency: INNOCEAN USA
Client: Hyundai Motor America

The Conquer the Weekend :60-second broadcast film imagines a family experiencing a weekend as entirely new versions of themselves, cast into a cinematic hyper-reality as their ordinary camping trip becomes a full-on Viking conquest.

The Conquer the Weekend social extension, reinforced the idea that Hyundai was “signing off” for the weekend, and turning over their Instagram handle to other brands. Over the course of the weekend, 22 brands “signed on,” posting their own brand content on the channel in one-hour blocks. Hyundai announced the takeover and each brand as it took the wheel, and even interacted as that brand in comments and DMs during their takeover. On the Monday following the Super Bowl, Hyundai launched a video announcing their return, coming back to more followers and a flurry of new content on their feed.