Towards the end of 2021, a blockbuster was about to hit theatres worldwide: The Spider-Man: No Way Home. For us, it was a special movie — it starred the Hyundai IONIQ 5. It was also the first case of Hyundai’s strategic partnership with Sony Pictures. We decided that the best way to celebrate it would be to do something bold, something that would raise some eyebrows.
And we did just that — we hung the IONIQ 5 from the ceiling at Sony Centre, a place with heavy footfall, so it looked like it was caught in Spidey’s web. It definitely did the job — soon after we unveiled it, it was all over the automotive media in Germany.