At a time when consumers and business leaders increasingly seek authenticity, "Miles That Define Us," an ongoing partnership between Custom Content from WSJ and Hyundai, brings to life stories that embody Hyundai’s guiding principle: progress for humanity.
One of the most powerful chapters, "The Heroes Battling Pediatric Cancer," shines a spotlight on courage and innovation in the fight against childhood cancer. At the heart of this story is Dr. Jeffrey Dome, senior vice president of cancer and blood disorders at Children’s National, whose pioneering work has transformed outcomes for countless young patients. Alongside him are the children and families who find hope and strength in the face of overwhelming challenges.
To capture this journey, we traveled to Washington, D.C., where Dr. Dome and one of his patients shared how Hyundai Hope On Wheels is fueling groundbreaking research and life-changing treatments. Their voices reveal the human side of innovation, showing how corporate commitment can directly improve lives.
By amplifying this extraordinary story, "The Heroes Battling Pediatric Cancer" demonstrates Hyundai’s dedication to advancing humanity through a people-first mission and proves that brand storytelling rooted in authenticity not only resonates but also inspires.
Bringing "The Heroes Battling Pediatric Cancer" to life required a careful balance of authenticity, compassion, and cinematic storytelling. Our plan was simple: illuminate the courage of a family confronting pediatric cancer, showcase the groundbreaking work of Dr. Jeffrey Dome, and highlight Hyundai Hope On Wheels’ commitment to progress for humanity.
From the outset, we knew this narrative demanded more than traditional brand storytelling. Our approach centered on amplifying the voices of those directly affected, the patient, family, and doctors working tirelessly to change outcomes. By traveling to Washington, D.C., and capturing the story where it unfolded, we ensured the narrative felt personal, immediate, and deeply human.
We spent time with Dr. Dome and his patient, not only documenting their experiences but also listening and learning. Every shot, from quiet family moments to doctors at work, was designed to convey resilience and hope while honoring the emotional gravity of the subject. Natural sound and intimate visuals, the laughter of a child, the quiet resolve of a parent, the focus of a doctor, became the heartbeat of our short film.
One of our key challenges was striking the right tone. Cancer is a profoundly difficult subject, especially when it involves children. We needed to avoid sensationalism while still conveying the urgency of underfunded pediatric cancer research. Our solution was to let authenticity guide every decision: allowing participants to speak in their own words, intercutting this personal story with Dr. Dome’s expertise, and weaving in the hopeful presence of Hyundai’s support.
Another challenge was condensing such a powerful narrative into a short-form video. The richness of this story could easily fill a feature-length documentary, yet our format required sharp focus. By structuring the piece around the theme of hope, we created a story arc that was both emotionally resonant and concise.
What makes this work unique is its ability to merge brand purpose with human experience in a way that feels seamless. This is not simply a corporate initiative, it’s a celebration of resilience, innovation, and the lives changed through Hyundai Hope On Wheels. By elevating authentic voices, we demonstrate that meaningful storytelling doesn’t just inform—it inspires.
"The Heroes Battling Pediatric Cancer" exceeded every objective, proving that authentic storytelling not only resonates but also inspires action. Our engagement strategy, anchored by high-impact media units, social amplification, and on-site promotion, delivered remarkable visibility and significantly boosted awareness of Hyundai’s commitment to progress for humanity.
Our short achieved exceptional engagement across channels, with video completion rates surpassing benchmarks, clear evidence that audiences were compelled to watch, connect, and share the story from beginning to end. By exceeding performance goals, strengthening brand affinity, and inspiring audiences at scale, we fulfilled our central mission: to show that Hyundai is more than a car company—it is a true champion of humanity, proving how corporate commitment can directly improve lives.
