genesis is the first luxury car brand on the korean market. in times when both global politics and local tension in the divided country were tearing it further apart, genesis and its head of brand manfred fitzgerald wanted to give the people in their home country something to be proud of – something that would bring them together. so while the rest of the automotive industry was congregating at the IAA in frankfurt, genesis hosted a festival in the company’s hometown, seoul. this case study tells the story behind the michael jurkovac directed concert featuring gwen stefani, andra day, and CL; fashion show by jeremy scott; and the other G70 initiatives and short films that helped the genesis brand became a symbol of pride for the korean people and touch the heart of 50 million people in a single night.

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