The question INNOCEAN USA put to five childhood cancer survivors was short enough to fit on a Post-it: “What kind of warrior are you?”
The answers became the campaign. Each kid’s version of themselves — the warrior they see when they look in the mirror — was built into a one-of-a-kind portrait, and those portraits now run across out-of-home, print, point of sale, experiential, digital and social for The Mark of a Warrior, Hyundai’s national push behind Hyundai Hope on Wheels.
Five kids, five costumes, zero stock photography
Photographer Wolfgang Zac of ZACLAND studios shot the portraits, with costume designer Candice Waldman building each look from the child’s own description. Nobody handed these kids a concept to stand in front of.
That’s the part worth noticing. The brief came from the subjects, which is rare in a category that decides what bravery looks like long before the shoot.
A 28-year-old symbol, reimagined
Hyundai Hope on Wheels has been collecting children’s handprints since 1998 — painted palms pressed onto Hyundai vehicles at hospital ceremonies. The campaign reframes that mark as war paint, borrowing from the tradition of warriors marking themselves before a battle.
“These young warriors show us what courage looks like every single day,” said Jason Sperling, chief creative officer at INNOCEAN USA. “Every piece of this campaign is meant to highlight the strength they show in the face of a battle that is so much bigger than them.”
Sperling’s team gave that struggle a symbol. Now the ask is for everyone else to wear it — a blue handprint painted across the face, posted to social.
Scarlett Johansson takes the mic
The hero film, a 60-second spot called “Little Warrior,” is narrated by Scarlett Johansson in her debut as Hyundai’s brand voice. It aired nationally Sept. 9 with placements around the opening game of the professional football season.
Matthijs van Heijningen directed through MJZ, with Alwin Küchler as director of photography. Hyundai’s media agency, Canvas, coordinated the buys.
“Hyundai’s commitment to people and purpose is what made being a part of this partnership so compelling,” said Johansson, whose voice will carry into future Hyundai campaigns.
Armor for the treatment room
Working with Brave Gowns, the campaign turns hospital gowns into Warrior Gowns — armor-inspired designs for kids in active treatment. More than 6,000 are expected to reach hospitals through 2026.
This is the kind of extension that could have stopped at a logo on a tote bag. Instead it shows up at the exact moment a kid feels least powerful.
The miles got out of hand, in the best way
Hyundai’s Strava challenge, Miles for the Warriors, set a goal of 400,000 collective miles to unlock a $1 million donation. Participants cleared it in 24 hours.
So Hyundai doubled the goal to 800,000 miles and the donation to $2 million. That fell two days later. Roughly 100,000 participants have now logged more than 3.3 million miles.
The rest of the campaign is built for the same kind of participation — Warrior Rallies at professional football and soccer games, about 42 handprint ceremonies, Warrior Gown deliveries and more than 100 community blood drives.
“By reimagining our iconic handprint, we’re using the power of storytelling to inspire action, shine a light on their stories and rally communities in the fight against childhood cancer,” said Sean Gilpin, chief marketing officer at Hyundai Motor America.
Bring every warrior home
A child is diagnosed with cancer every 36 minutes. Hope on Wheels has put more than $300 million into pediatric cancer research since 1998, work that has reached more than 40,000 children.
Against numbers like that, the campaign’s ask is small and easy. Paint your hand. Show up.
Learn more
INNOCEAN USA
Jason Sperling LinkedIn
INNOCEAN USA LinkedIn
The Mark of a Warrior campaign hub
Contact: pr***@*********sa.com | 714.861.5200
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