Part of an innovative and creative partnership between Hyundai and the college, the ‘Fashioned Fuel Cell’ competition tasked students with creating a ‘Mobile Marketing Campaign’ communicating the key benefits of Hyundai’s zero-emission ix35 Fuel Cell vehicle. Students designed 2D visuals that articulated the campaign message: ‘Using fashion, as a discipline, to drive brand awareness and change, build a sustainable future and improve the way we live our lives’. The competition allowed students to showcase their creativity while promoting the benefits of the world’s first production fuel cell car – the Hyundai ix35 Fuel Cell which emits only water vapour.
The co-curricular project was open to students from across the college and attracted entrants from all disciplines. Of the 159 entrants, seven students – working either individually or collaboratively – were selected to have their work applied to 10 Hyundai ix35 vehicles, which will be used to chauffer VIPs across London during the wide variety of events in LCF’s BA14 undergraduate season (June 19th- 29th).
The overall winning design went to 1st year BA (Hons) Fashion Design and Realisation student, Ilona Spruge, and has been applied onto an ix35 Fuel Cell vehicle which has been transported to the UK from Hyundai’s European Head Office in Frankfurt.
Ilona will be presented with an award by Hyundai UK’s President and CEO, Tony Whitehorn, at an awards presentation in Shoreditch on June 25th.
After LCF’s BA14 undergraduate season, the ix35 Fuel Cell vehicle featuring the winning design will be sent for various high-profile test drives with private and public sector companies for leasing consideration.[wzslider height=”400″ lightbox=”true”]