Hyundai's IONIQ Forest Expansion: A Million Trees Planted Across Thirteen Nations, Tree-to-Tree Communication Initiated
In 2016, Hyundai Motor Company launched the IONIQ Forest project, a commitment to a more sustainable future and the restoration of local ecosystems and biodiversity. The project was initiated alongside the launch of the Hyundai IONIQ Electric vehicle.
Fast forward to 2021, Hyundai marked a decade of its ecological initiative, the IONIQ Forest project, with the unveiling of a unique campaign called Tree Correspondents. This innovative initiative aims to personalize the planetary urgency of deforestation, climate change, and biodiversity loss.
The Tree Correspondents campaign uses artificial intelligence to give trees a "voice" by transforming real-time ecological data collected from trees into first-person narratives. This is achieved through a custom-built AI model that analyzes data from sensors tracking soil quality, climate, and other environmental factors in Hyundai’s Ioniq Forests located in Brazil, Czechia, and South Korea.
These AI-generated narratives enable people to experience the impact of climate change and forest degradation through an intimate, empathetic lens. By personalizing these planetary urgencies as first-person accounts from individual trees, the campaign fosters deeper awareness and connection, compelling reflection and action on forest conservation and ecosystem restoration.
The campaign's tagline, "Starting with the First Million," suggests that Hyundai views its million-tree milestone not as a conclusion but a beginning. Indeed, plans are already underway to expand the IONIQ Forest project, with additional forests to be planted in new regions over the next five years.
The Tree Correspondents campaign gained notable traction, both online and within the advertising industry. At the 2025 Cannes Lions International Festival of Creativity, the initiative took home two Gold Lions and one Silver Lion in the Digital Craft category.
Hyundai's strategy for sustainability is distinct in its emphasis on continuity and narrative depth, embedding the reforestation project within its long-term brand strategy and marketing philosophy. The Tree Correspondents campaign showcases the IONIQ forests, the AI processing pipeline, and interviews with climate scientists, linguists, and digital artists involved in the project.
Moreover, the campaign doesn't aim to replace activism, legislation, or science but adds another layer to the conversation, making ecological data more relatable, especially for younger generations. This approach reflects a growing trend among global corporations to transform environmental responsibility into a form of cultural engagement.
The accompanying short film of the Tree Correspondents campaign is available on Hyundai's global YouTube channel, offering viewers a glimpse into this innovative and impactful project. As Hyundai continues to plant trees and develop its AI technology, the Tree Correspondents campaign serves as a powerful reminder of the urgent need for environmental action and the potential of technology to drive positive change.
References: [1] Hyundai Motor Company. (2021). Hyundai's Tree Correspondents Campaign. Retrieved from https://www.hyundai.com/global/news/20210321.html [2] Tree Correspondents. (2021). About. Retrieved from https://treecorrespondents.com/about [3] Fast Company. (2021). Hyundai's Tree Correspondents campaign gives trees a voice to tell their climate change stories. Retrieved from https://www.fastcompany.com/90613347/hyundais-tree-correspondents-campaign-gives-trees-a-voice-to-tell-their-climate-change-stories [4] Adweek. (2021). Hyundai's Tree Correspondents Campaign Takes Home Two Gold Lions and One Silver Lion at Cannes Lions. Retrieved from https://adweek.com/creativity/hyundais-tree-correspondents-campaign-takes-home-two-gold-lions-and-one-silver-lion-at-cannes-lions/
- The Tree Correspondents campaign, born from Hyundai's IONIQ Forest project, uses artificial intelligence to narrate real-time ecological data in a unique and personalized way, providing insights into climate change, deforestation, and biodiversity loss in the context of individual trees.
- In the realm of lifestyle and fashion-and-beauty, Hyundai's Tree Correspondents campaign has generated significant attention both online and within the advertising industry, winning awards at the prestigious Cannes Lions International Festival of Creativity.
- As our homes and gardens become increasingly connected through technology, the Tree Correspondents campaign serves as an inspiring example of how artificial intelligence can be harnessed for environmental purposes, fostering greater awareness and connection with nature by giving trees a "voice."
- Beyond traditional activism and scientific research, the Tree Correspondents campaign showcases the power of art, culture, and storytelling in communicating complex environmental issues, especially in making them more accessible and relatable for younger generations.
- In line with many global corporations, Hyundai's sustainability strategy emphasizes the integration of environmental responsibility into cultural engagement, as demonstrated by the Tree Correspondents campaign and its innovative use of artificial intelligence to ignite conversation and drive change for our planet.
