Hyundai Motor said on the 28th that it won awards in two institutional sectors, including the Grand Prix, at the international advertising festival Cannes Lions 2026.
The Grand Prix (Grand Prix·대상) went to the "Coquf Alarmed" campaign in the audio and radio institutional sector, which reinterpreted noise as culture.
The campaign was a locally tailored effort carried out by Hyundai Motor Puerto Rico, using the call of the iconic local coquí frog as its theme.
It responded to a social issue in which tourists felt discomfort at the sound and locals pushed back, reinterpreting the country's identity and appeal.
Hyundai Motor applied the coquí frog call to the door lock alert sound of Hyundai Motor rental cars operated locally so tourists could naturally engage with local culture.
The campaign earned positive reviews for allowing tourists to experience the region's unique natural sounds as a brand experience, drawing cultural empathy from both tourists and residents and strengthening the region's cultural pride.
Hyundai Motor also won a bronze in the creative data institutional sector for Forest Without Name, a global sea forest conservation social contribution campaign.
The campaign is a social contribution effort to give names to sea forests, which had received less attention than land forests, and reflect them in map services.
The global sea forest map built through the campaign contains information on sea forests that have newly received names. It includes satellite-based seaweed distribution and marine environment data, and whether the areas are designated as protected.
Beyond creative data, the campaign also secured spots in the finals in five institutional sectors, including design and sustainable development goals.
Cannes Lions began in 1954 and marks its 73rd edition this year. About 25,000 works are submitted each year from around the world.
Vice President Ji Seong-won, head of brand marketing at Hyundai Motor, said, "We will continue to expand touchpoints with customers in line with changes in consumer and media environments, and carry on campaigns that drive social change beyond the brand."