We introduced the Santa Fe family model with a campaign featuring a unique parental insight... imperfection is ok. That’s what the new Santa Fe is looking out for when it drives along the road.
We put together some themes and presented the real world of parenthood as a counterpoint to the perfect world seen on Instagram. We launched the campaign with an online statement video. We then brought in influencers who made confessions, and created a meme Instagram profile to tell the true stories of our fans.
