You don’t buy a car, your family does. But nothing makes buying a car harder than your children. With the Hyundai Santa Fe we set out to show not just that it’s a family car, but that Hyundai gets families.

We took the actual Santa Fe brochure and turned it into a coloring book. Every page, every engine spec, every inset image became something a kid could apply their creativity to. Since parents already know what the car looks like, it only made it more endearing to see what their kids had colored. And since it was entertainment for their kids, they kept it way beyond the length of time people keep a normal brochure.

The messaging surrounding it gave it a life of its own. We had art shows with what the kids created in the dealership. We scanned and shared their interpretations of the Santa Fe on Facebook and Instagram. We were no longer just saying “the Santa Fe is a family car,” we were showing them we understand families in a more entertaining way than just another automotive ad.