Hyundai Motor has unveiled its latest brand platform in Saudi Arabia, ‘Driven by [YOU]’, following a nationwide teaser activation that saw large, blue-bracketed mirrors appear across major cities.
The installations, which sparked widespread curiosity both offline and online, mark the first chapter of Hyundai’s repositioning effort to place people at the heart of its brand narrative.
For weeks, unbranded mirrors began appearing in unexpected locations across Riyadh, Jeddah, the Eastern Province and Abha, from commercial centres and city streets to leisure and cultural destinations.
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The striking placements invited passersby to pause, look, and reflect, both physically and metaphorically.
The unusual activation quickly became a viral talking point online, with thousands of Saudis sharing photos, videos, and reactions, creating user-generated content in the thousands.
What started as a mystery soon evolved into what social users dubbed a ‘mirror movement’ – a cultural moment that fueled speculation about progress, identity, and transformation.
Hyundai has now claimed the campaign, revealing the mirrors as the symbolic trigger for its new platform, ‘Driven by [YOU]’, part of a larger integrated campaign.
The idea is simple yet powerful: the true engine of progress, for the brand, for Saudi Arabia, and for the future of mobility, is people.
Firas Rehimi, Senior Marketing Manager, Hyundai MEA, said, “Mirrors are universal, deeply personal, and symbolically rich. They allowed us to make Hyundai’s transformation visible and relatable in a way that is simple yet emotionally resonant. The virality of the activation proves how much this idea connected with people.”
Shireen El Kara, Marketing Manager, Hyundai MEA, added, “Our challenge was to shift perception from Hyundai as a dependable, value-driven brand to an aspirational partner in mobility. This campaign reflects that journey by directly engaging Saudi youth in a way that is meaningful, modern, and true to their role as drivers of change.”
The use of mirrors as the central creative device offered a strikingly human way to make Hyundai’s positioning tangible. More than a stunt, the installations functioned as an open invitation for people to see themselves as co-authors of progress.
“This was about creating a cultural spark, not just an advertising moment,” said Youssef Serry, Campaign Lead at Innocean MEA. “By placing mirrors in unexpected places, we invited people to literally see themselves at the center of Hyundai’s story, which is far more powerful than a conventional campaign launch.”
“The people of Saudi Arabia are at the heart of transformation in the Kingdom, and this campaign is our way of reflecting that truth,” added Ehab Salman, Senior Creative at Innocean MEA. “Driven by [YOU] is not only about celebrating progress but also about recognizing that every milestone Hyundai achieves is powered by its people and its communities.”
By connecting its global brand vision of ‘Progress for Humanity’ with the Kingdom’s people powered transformation, Hyundai is positioning itself as more than a car manufacturer. It is presenting itself as a partner in progress, one that listens, reflects, and moves forward with its people.
CREDITS:
Client: Hyundai MEA
Jae Sun Yoo – Team Lead
Firas Rehimi – Senior Marketing Manager
Shireen El Kara – Marketing Manager
Agency: Innocean MEA
Chang Yoo – CEO
Abdo Borgi – Creative Director
Ehab Salman – Senior Art Director
Michel Tawil – Head of Strategy
Youssef Serry – Senior Brand Manager
Khyati – Strategy Manager
Ayman El Mamoun – Social Media Manager
Nadim Kerbaj – Head of Media
