Post by Havas Media Network

What happens when a car brand becomes part of a rock band? 🎸🚗 Instead of sponsoring one of Chile’s biggest cultural moments, Hyundai Chile embedded itself in it, becoming part of Los Bunkers’ long‑awaited reunion and turning a brand into a true band member. Spanning two years, the “When a Car Brand Becomes a RoadStar” campaign, created by Havas Media Network and Groenlandia by Havas, followed the band’s journey across the country: from Viña del Mar to MTV Unplugged, blending content, live experiences and storytelling into one cultural platform. The result? Millions of views, sold‑out models, and fans embracing Hyundai as part of the story. In our latest Meet the Mind, Catalina Kellendonk Muirhead, Copywriter, Groenlandia by Havas, and Jorge Andrés Velásquez Reyes, Art Director, Groenlandia by Havas share how the idea came to life: from turning the brand into a true companion on the road, to creating exclusive experiences that brought fans along for the ride. Roadstar has already earned international recognition, including Gold at Effie Chile, Bronze at Clio Music, a Silver and two Bronze awards at the IAB Mix Awards, two Bronze awards at Festival CREA, and continues to compete on the global stage at Cannes Lions International Festival of Creativity Lions next week. Learn more about this case study here: https://lnkd.in/eTewPrid Nicolas Baldwin Irene Gálvez Jorge Lucas San Martín Eguiguren

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