Case Study

Spreading Hope and Helping Kids Fight Cancer

Hyundai Hope On Wheels

The Challenge

Hyundai Hope On Wheels is a nonprofit committed to helping kids fight cancer by creating awareness for the disease, funding critical research and spreading hope. The logo and primary symbol of Hyundai Hope On Wheels is made up of children’s handprints. The creative used to tell the nonprofit’s story has historically involved children holding up their hands dipped in paint, and children’s handprints placed on white Hyundai vehicles. Fenton was challenged with developing a fresh, more compelling creative direction that celebrates hope.

Our Approach

Moving away from the use of handprints and using only light branding, Fenton placed the child at the centerpiece of the creative. Fenton developed the creative brief for the photography, and direction tapped into the child’s hopeful, innocent spirit and sweet, subtle smile to convey the hope the organization aims to spread. The gold balloons give a subtle, yet powerful nod to the official color of National Childhood Cancer Awareness Month (September) and serve as a celebration of hope in the fight to end childhood cancer.


The Powered by Hope creative assets were used in Hyundai dealer showrooms nationwide throughout September 2022 to help spread awareness. 

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