A new channel called Origins is launching on Great Big Story as a home entirely dedicated to exploring the unexpected history of things, from design to food to pop culture. The creation of Origins also marks the beginning of a significant partnership with luxury automotive brand Genesis, which will sponsor the premium editorial storytelling and collaborate with Great Big Story on Origins-related branded content through the end of 2017.
Origins sits alongside the existing channels of Human Condition, Frontiers, Planet Earth and Flavours on the Great Big Story app and website, with videos published across its social channels, including YouTube, Twitter, Facebook and Instagram, reaching over 10 million multi-platform followers.
The Genesis campaign, created in partnership with CNN International Commercial, is the brand’s first significant branded content campaign. It is designed to build and establish Genesis as a premier luxury brand in the global market. The brand has been launched in Korea, North America, Russia, and Middle East, while it aims to expand to Europe and China in the near future.
The concept of ‘origins’ resonates with the importance that Hyundai Motor, the brand’s parent organisation, places upon its legacy and how Genesis draws upon Korean culture to craft its luxury brand. The branded content elements include a series of videos published on the channel that will focus on the origin story of Genesis and how the brand draws inspiration from Korea’s legacy and heritage.