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New Kia Campaign: Sorento Fathertism


Sporty and masculine, powerful and comfortable. With features like these, Dads quickly become the favourite. And so, a new term is coined. Fathertism – The practice of the kids giving unfair preferential treatment to Dad because he bought the next generation Kia Sorento. And what follows is nothing short of funny and charming.



Innocean strengthens its Creative Department

Innocean Australia has added four experienced heads to their Creative department.

Senior copywriter Yanni Pounartzis, Senior Art Director, Rua Perston, Senior Copywriter Matt Cramp, and Copywriter Tim Brothers have all recently joined the Agency under the guidance of Creative Director Scott Lambert.

Brothers, most recently Associate CD at TBWA Abu Dhabi, is teamed up with Lyndal Kearney, while Cramp ex CD of The Workshop, and Perston ex Saatchi & Saatchi join as a senior team. And lastly, Pounartzis, most recently Senior Copywriter at Saatchi & Saatchi, teams up with senior Art director Mike Lind.

Says Lambert, “As we celebrate our fourth year in business here in Australia, we have challenged ourselves to take our work, growth and business strength to the next level, and these guys will help us achieve this. Their experience, talent and hunger will be not only invaluable to the Agency, but also a great benefit for both our existing clients and the impending new ones”.

All four have been freelancing at the Agency for a considerable time prior to signing up, and already, they have a number of exciting projects in production.


New Hyundai Campaign: i30- Free Yourself

Hyundai Motor Company Australia is launching the feature-packed New Generation i30, with a creative campaign developed by Innocean Australia, entitled, “Free Yourself”.

The television commercial uses a ‘supercut’ technique where we see our hero and the people in his life deliver dialogue edited together to build the lyrics to the iconic Queen anthem, ‘I Want To Break Free’.

Oliver Mann, Marketing Director, Hyundai, says “The current i30 has been a landmark car for Hyundai and the new generation model is packed with features that will ‘free’ owners to live a richer life. The campaign we’ve developed with Innocean has brought this to life in a fresh way, built around a very familiar soundtrack.”

Scott Lambert, Creative Director, Innocean, says "The New Generation i30 is the ideal car for people who like being surrounded by the latest and greatest design and technology – it’s these things that make life more full and fun. Thanks to Queen, and Steve Hudson from Hungryman UK, via Prodigy Films, this new campaign reflects this life in a unique, entertaining way".

The integrated campaign runs from 17 June 2012 and includes television, online, print, POS, and cinema.

For more details about the campaign, speak to Innocean’s creative director,
Scott Lambert: 0421 921 241 /



Client – Hyundai Motor Company Australia
Marketing Director, HMCA: Oliver Mann
Senior Manager, Marketing Communications, HMCA: Alex Pinsuti
Brand Communications Manager, HMCA: Kate McGeoch
Brand Communications Coordinator, HMCA: Stewart Parnaby

Agency - Innocean
General Manager: Amanda Wheeler
Creative Director: Scott Lambert
Creative Team: Mike Lind & Andy Healy
Group Business Director, Tim Hiley
Senior Business Manager: John Larkin
Planning Director: Kathy O’Connor
Head of Broadcast: Tania Templeton

Production Company – Prodigy Films
Director: Steve Hudson
Executive Producer: Jonathan Samway
Executive Producer: Nerissa Kavanagh
Producer: Sarah Nicols
DOP: Robert Humphries
Editor: Richard Learoyd
Sound: Song Zu


New Kia Campaign: Meet the Extras

Kia Motors Australia invites us all to “Meet the Extras” in the new campaign for the Cerato Hatch. This campaign, created by Innocean Australia, brings the extras to life to promote the product benefits of the Cerato and to demonstrate how all the extras – that come as standard – make life easier.

Steve Watt, National Marketing Manager, says "The small car segment is the largest single segment in Australia and as such is one of the most competitive. We have a great story to tell here with the Cerato hatch so it was crucial we stood out amongst the clutter".

Scott Lambert, Creative Director, Innocean, says "By personifying the standard features, we have created a fresh take on what is normally a shopping list of boring facts. Director, Nick Ball pulled together a fantastic cast, who individually delivered performances that had us in stitches. This campaign has the legs (literally) to be fun, entertaining and likable for a very long time".

The online & TV campaign builds up to and features at The Australian Open. The web films are housed within the microsite which takes over during the month of January.


Client – Kia Motors Australia
National Marketing Manager, Steve Watt
Brand and Advertising Manager, Gerrit Walters

Agency - Innocean
Creative Director, Scott Lambert
Copy Writer, Jenny Mak
Art Director, Lyndal Kearney
Head of Broadcast, Tania Templeton
Planning Director,  Kathy O’Connor
Group Business Director,  Simon Hornery
Business Director,  Janine Allan
Head of Digital, Collette Van Rooyen
Digital Designer, Julia Quinn

Production Company – Finch
Director, Nick Ball
DOP, Jeremy Rouse
Producer, Julianne Shelton
Executive Producer, Karen Bryson
Editor,  Peter Sciberas
Post Production,   Fuel VSX
Sound Track and Post, Song Zu

Media Planning & Buying – Initiative Media

Web Development Partner – Red Lever