Hyundai Wants to Name Sea Forests in Environmental Campaign

Hyundai Motor Company is asking the public to help name the ocean’s overlooked ecosystems.

Launched during Earth Month, the “Forests Without Names” initiative assigns identities to sea forests across Korea, Argentina, and Australia.

Created with BBDO NY, the goal is to draw attention to their crucial role in supporting marine biodiversity and climate resilience.

The effort builds on Hyundai’s environmental work and sees naming as a way to increase visibility and long-term protection for underwater ecosystems that often go unnoticed.

Hyunchul Jeon, Head of Future Business & Sustainability Group, sees the campaign as a reflection of Hyundai's continued focus on environmental responsibility.

“We are pleased to shed light on sea forests and highlight their ecological value and the importance of protecting our marine environments,” he said.

He added that the initiative is designed to “spark curiosity about what has long gone unnoticed.”

Sea forests, formed by dense marine algae like kelp and seaweed, function similarly to terrestrial forests by providing habitats, filtering pollutants, and supporting biodiversity.

Scientific and policy interest in their climate role has grown in recent years, including discussions at the IPCC that have explored how seaweed ecosystems could factor into future carbon accounting frameworks.

Mapping the Problem

Hyundai's latest campaign was born to address the structural gap that many sea forests lack formal names, yet limit public awareness and conservation focus. 

And by introducing naming, Hyundai aims to create a clearer identity for these ecosystems and make them easier to document, discuss, and protect.

As part of the rollout, Hyundai is integrating named locations into a dedicated Sea Forest Map hosted on its campaign website.

The platform, which the company plans to grow into a broader "Sea Forest Data Hub," will compile verified information such as location, ecosystem characteristics, and restoration activity.

The data will be made accessible to the public and eventually integrated with mapping services like Kakao Map and other global platforms.

Public participation is also one of the campaign's strong points. 

Names for sea forests in Korea and Argentina were finalized through partnerships with government agencies and local organizations.

In Korea, one restored site has been named "Ullim," while in Argentina, a name derived from a local indigenous language has been adopted.

However, Australia’s sea forest name is yet to be determined through public voting via Hyundai’s digital channels and campaign site.

The process in each region encourages collaboration with local communities, NGOs, and environmental bodies to ensure both cultural impact and scientific grounding.

This approach goes beyond naming and taps into Hyundai's ongoing marine conservation work.

The company has been restoring sea forests off Ulsan since 2024 in partnership with Korean government agencies, alongside marine waste cleanup efforts across multiple countries. 

It's a push that aligns with its brand values and role in the global automotive industry.

Hyundai’s Sea Forest Naming Strategy

Hyundai’s campaign shows how environmental initiatives can evolve from awareness efforts into participatory ecosystems that invite public involvement:

• Assigning names to previously anonymous assets can increase visibility and emotional engagement while supporting long-term awareness and advocacy efforts.
• Combining digital platforms with physical-world initiatives boosts credibility because they link storytelling with measurable environmental action.
• Public participation mechanisms like voting and mapping tools can deepen impact while expanding the campaign. 

The real test will be whether Hyundai can keep the public's eyes on the problem and sustain participation beyond Earth Month.

Our Take: Can Naming Drive Real Environmental Value?

Plenty of sustainability campaigns stop at education, but this one tries to move people into participation.

One might think it's just a name, but naming these bodies of water changes how we relate to them.

It’s harder to ignore a place that feels identifiable, even if it sits beneath the surface.

The mapping, the data hub, and the voting mechanism all give the campaign continuity beyond a one-off activation.

This matters because environmental narratives tend to fade once the moment passes.

If Hyundai keeps feeding this system with updated data and visible outcomes, the naming effort becomes more than symbolic. 

In other news, Lexus just launched a campaign that focuses on the craft and details of its latest RZ SUV.

Automotive brands need partners who understand how to build campaigns for diverse audiences. Find top automotive branding agencies in our directory.