Hope on Wheels Campaign

Hyundai Hope on Wheels funds pediatric cancer research and raises awareness of childhood cancer. I art directed a concept campaign—“It’s a Beautiful Day in the Neighborhood. Ride the Trolley of Hope.”—aimed at parents, caregivers, and community supporters. The idea used nostalgia and empathy to connect adults with the cause and protect that sense of childhood safety for kids facing serious illness.

I built the campaign around Fred Rogers as a trusted, multi-generational symbol of kindness and emotional safety. The core idea reimagined the iconic trolley from Mister Rogers’ Neighborhood as a “Trolley of Hope”: children board the trolley, travel through a “tunnel of hope,” and return stronger—a metaphor for care and healing through research.

I scripted a short-form video concept featuring a CGI Mr. Rogers who transitions into a medical researcher, bridging compassion and science, closing on a pediatric cancer fact and a call to action. The concept extended into limited-edition trolley toys with packaging highlighting research milestones, plus social and celebrity amplification across Hyundai–Innocean channels.

As a concept, the campaign positioned Hyundai as a brand leading with empathy and long-term commitment to children’s health. It shows my approach to cause-driven storytelling—using a cultural icon responsibly to align brand purpose with social impact in a Fortune 500 automotive context.