Hyundai Asia Resources, Inc. (HARI) extends its innovative ways beyond motoring by building its first community of creatives via the recently concluded Hyundai Digital Art Competition.

The competition signals first steps toward the next level of Hyundai PH’s Gusto Mo, Gusto Ko, Kaya Ko (GKS) marketing campaign. “Gusto,” inspired, conceived, and driven by the Filipino customer’s dreams, needs, and values, was first launched in 2016. This year, the campaign evolved and took on a more communal vibe with Gusto Ko, Kaya Ko, Sama Tayo, crowning Hyundai’s 16 years as the Filipino’s lifetime partner in mobility and beyond.

“We see the competition as a way of supporting Filipino art, of Hyundai as a brand that empowers people to get more out of life. By empowering the ‘Gusto’ of this group of creatives, Hyundai begins its journey of creating diverse communities of empowered dreamers inspired by their passion to realize their dreams for themselves, their loved ones, and the nation,” explained HARI President and CEO Fe Perez-Agudo, who also cited the creative industry’s huge export potential for driving economic growth.

Sectors, like advertising, graphic design, animation, game development, film, and the performing arts, contribute some 7.34 percent to the national GDP, or some P 661B, and employ 14.40 percent of the labor force.

Bearing the theme “Vision of Future Self” for Round 1 and Hyundai PH’s marketing slogan, Gusto Ko. Kaya Ko. Sama Tayo for Round 2, the digital art competition was open to student and professional artists alike. Over 250 entries were sent in, out of which the field was narrowed down to a dozen preliminary winners.

The 12 short-listed winners each received a certificate, P 15,000 cash prize, as well as PR exposure in the form of exhibits and print/online features. They were also given the opportunity to attend a workshop on graphic design and storytelling with Team Manila Creative Director, Jowee Alviar, and Graphic Designer and Ateneo de Manila University Instructor, Meneer Marcelo.

Of the 12 finalists, Lariz Santos, Keith Magnaye, and Harrison Espina, respectively, bagged the Gold, Silver, and Bronze awards. All the finalists were feted at the Grand Finals Awards on December 6, 2017 at the Marriot Hotel Grand Ballroom.

“By providing the perfect platform to showcase their work and passion--be it through arts, films, wall murals, and more, we hope to jumpstart a community of advocates for creativity and innovation in driving the country’s agenda of inclusive and sustainable growth,” added Ms. Agudo.