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Hyundai UK announces collaboration with London College of Fashion (LCF) to drive brand awareness of fuel cell vehicles and give students platform to showcase their creativity


hyundai ix35

May 14, 2014: Students will create a ‘Mobile Marketing Campaign’ to communicate key benefits of Hyundai’s zero-emission ix35 Fuel Cell vehicle Winning visuals to be applied to ten Hyundai ix35 vehicles which will chauffeur VIPs during LCF Undergraduate show season in June 2014 Follow the story on twitter: @Hyundai_UK @LCFLondon #LCFxHyundai

London, 14 May 2014 - Hyundai UK today announces an innovative collaboration with London College of Fashion (LCF). This will see talented students drive brand awareness for the zero-emission Hyundai ix35 Fuel Cell vehicle.

This exciting partnership called ‘Fashioned Fuel Cell’, will simultaneously facilitate a high-profile ‘mobile marketing’ campaign. It will allow LCF students to showcase their creativity while promoting the benefits of the world’s first production fuel cell car – the Hyundai ix35 Fuel Cell which emits only water vapour.

The co-curricular project has 159 students participating from across the college. They have been commissioned to design an innovative 2D visual campaign that articulates the following campaign message: ‘Using fashion as a discipline to drive brand awareness and change, build a sustainable future and improve the way we live our lives’.

Rob Lakin, Creative Director for the School of Management and Science at LCF, said: “LCF’s collaboration with Hyundai is a fantastic opportunity for our students and their response to the project has been amazing. I am excited to see the work the students produce and ultimately the finished Hyundai ix35s driving around London during LCF’s BA season.”

Through a selection process, identified student campaigns will be converted into high quality, digitally printed vinyl. They will then be applied to ten standard Hyundai ix35 cars by an external vehicle wrapping specialist. The ix35s will chauffeur VIPs, including industry, sponsors, celebrities and press, during the LCF Undergraduate show season in June 2014.

Tony Whitehorn, Hyundai UK’s President & CEO, commented: “We are delighted to be collaborating with London College of Fashion. This project will allow students to not only showcase their work around London, but also help raise awareness and educate people about technology that has the potential to genuinely change the world in which we live.

“The ix35 Fuel Cell delivers performance comparable to conventionally-powered cars, together with usable range, short refuelling times and low noise levels, while emitting only water vapour.

“The time is now right for hydrogen-powered vehicles and we welcome the announcement from the UK Government, through the Office for Low Emission Vehicles, that it wishes to position the UK as a lead market for the introduction of hydrogen fuel cell electric vehicles.”

Dilys Williams, Director of Centre for Sustainable Fashion (CSF) at LCF, commented: "Hyundai, in collaboration with LCF and CSF, are asking students to create a means to stand up for the values of our times.”

Having the opportunity to cross-reference our transformative thinking with Hyundai’s is a fantastic opportunity. These cars will be dressed to represent the future that we could have if we engage collective ingenuity.”

Winning campaigns will be revealed in due course.