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Innocean Australia wins the critical acclaim of its peers

The results of 2011 Innocean Worldwide Creative Awards have been announced. Over 1000 employees across the 17 offices in 16 countries voted on a range of categories and Innocean Australia stands proud among its peers.

Scott Lambert, Creative Director at Innocean Australia, won “Best Player”, a new award in the annual Innocean Worldwide Creative Awards. The Hyundai Elantra "Shell" TVC won the "Best Film" award, up against all other TVCs from the entire Innocean Worldwide network.

Scott Lambert, Best Player; Hyundai Elantra, Best Film

The Hyundai i40 TVC was shortlisted in the "Best Film" category. And both the i40 and Elantra TVCs were shortlisted in the Film Craft categories.

Kevin Choi, CEO of Innocean Australia, entered Scott Lambert into the "Best Creative Director" category, which was to be judged by Innocean's top senior managers. This award category was replaced however to become an award encompassing all agency divisions, the Best Player award. Scott was awarded this on the merit of the direct output of his creative department in particular and his creative supervision of the whole agency in general over the last twelve months.

Scott emailed the agency:

Team Innocean,

First, I want to say a big thanks to all of you for making me look good!

I am honoured to win this Best Player award, but it couldn't have happened without the talent of every one of you.

What this award highlights, is that we are definitely producing world class work for our clients that not only is delivering great sales results, but also capable of challenging international award judges. This is something that our whole network is passionate about, so it is great to have their support.

Elantra is a worthy winner of "Best film”. Congratulations to the Hyundai team, and everyone that had a hand in the campaign.

I also want to say congratulations to everyone that brought the i40 campaign to life. The TVC was shortlisted in the "Best film" category, which is a great achievement, and I have high hopes for the campaign in other award shows.

Well done to us all.

Other awards won by Innocean Australia in 2011 include:

Hyundai i45 – “Water”
2010 ACS Awards – Cinematography – Gold
2011 New York Festival – Cinematography – Finalist
2011 New York Festival – Special Effects – Finalist

Kia Sportage – “Grow up, not old”
2011 AWARD– Best use of original music – Silver
2011 Adfest– Best use of original music – Silver

Hyundai Elantra – “Shell”
2011 London International Awards – Visual Effects – Silver
2011 ACS Awards – Cinematography – Gold

Hyundai i30 – “Amazing day after day”
2011 ACS Awards – Cinematography – Gold

Hyundai i30 – “Iron Ore”
2011 ACS Awards – Cinematography – Silver


Hyundai Santa Fe, “Real Family Test Drives” social media campaign

Hyundai Motor Company Australia (HMCA) has launched a new campaign for their family SUV – the Hyundai Santa Fe. This digitally-led campaign, created by Innocean Australia continues to build momentum around Hyundai, the fastest growing automotive brand in the world*.

The Real Family Test Drive campaign started by inviting three different families to test drive the New Santa Fe and share their experiences. The content created by filming these three families – all at different stages of family life – will live on Hyundai’s Australian Facebook page.

The media agency, Initiative, has also brokered a partnership with popular parenting website Kidspot (Shespot). Hyundai Santa Fe becomes the inaugural sponsor of their popular “Best of” Awards (Nov2011-Jan 2012). Activity will also be booked on to support the campaign presence.

Collette Van Rooyen, Head of Digital, Innocean, says, “The medium SUV car segment is an extremely popular and growing category. Rather than us telling consumers the benefits of the vehicle, we invited consumers to find out for themselves and we share the content this generated with our growing online community. The Real Family Test Drives give families the chance to find out more about the cars through the words, thoughts and actions of other families. The content will be promoted on high engagement family sites to allow real families to connect with real families.”

Oliver Mann, Marketing Director, HMCA, says “Hyundai’s new global brand slogan is ‘New thinking. New Possibilities.’ and we want to explore different communication strategies and media channels.  Part of this means facilitating an open, honest dialogue with drivers, and we’re excited at how social media can help represent the changing views of our products as appreciation of our brand grows.”

 “With over 90% of car buyers looking to the web for opinion and information to assist their purchasing decision, it’s clearly important to be present wherever shoppers conversations are taking place,” he said.

 The campaign runs from mid November for three months exclusively across digital channels.

 *Source: Interbrand’s 2011 ranking of the Top 100 brands Report 


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

Agency - Innocean
Head of Digital, Collette Van Rooyen
General Manager, Amanda Wheeler
Creative Director, Scott Lambert
Business Director, Damien Pashby
Digital Designer, Jimmy Yap
Digital Developer, Alfred Kumar
Film Production Company – Red Lever
Exec Producer, Mark Campbell
Directed & Produced by Nick Carlton & Shaun Crawford

Media Agency – Initiative


Product launch campaign: Hyundai i40. Make an impression

Hyundai Motor Company Australia has launched the i40 tourer with an integrated communications campaign created by agency, Innocean Australia.

The new campaign features the work of US artist Jim Denevan, renowned for his vast scale desert sculptures. The i40 was used by the artist to create an impressive design on the surface of a salt lake (Lake Rebecca) in remote central Western Australia. The grand design when viewed from the air is a metaphor for the impressive design and function of Hyundai’s newest addition to their range of cars.

The latest campaign from Hyundai continues to build momentum around the Hyundai brand which is part of the world’s fastest growing automotive company.

Oliver Mann, Marketing Director, Hyundai, says “Last year’s i45 launch communicated Hyundai’s obsession with quality, and now with the i40 Tourer it’s time to spotlight the brand’s approach to design. The new ‘Make an Impression’ campaign showcases i40’s beautiful and functional design, and marks Hyundai’s emergence as a premium brand."

Scott Lambert, Creative Director, Innocean, says, "Being Hyundai's most impressive car to date, we knew that we needed a concept that was big, fresh and inspiring. Putting the i40 in the hands of Jim Denevan, and capturing the event with Noah Marshal's story telling skills, has delivered this in spades."

The campaign runs from 9th October 2011 across a range of media including television, online, point of sale and print. Sponsorship initiatives will include Sculptures By The Sea and Grand Designs Live.
YouTube 60s TVC - Please click here
Link to i40 car page - Please click here
YouTube Links to “making of” films:
Part 1 | Part 2 | Part 3


Client – Hyundai Motor Company Australia
Marketing Director, HMCA: Oliver Mann
Senior Manager – Marketing Communications, HMCA: Alex Pinsuti
Agency - Innocean
General Manager, Amanda Wheeler
Creative Director, Scott Lambert
Art Director/Copy Writer, Mike Lind
Group Business Director, Tim Hiley
Senior Business Manager, John Larkin
Planning Director, Kathy O’Connor
Head of Broadcast, Tania Templeton
Production Company
– The Sweet Shop
Director: Noah Marshall
DOP, Daniel Ardilley
Producer, Tony Whyman
Editor, Tim Mauger
Composer, Antony Partos, Sonar
Sound, Song Zu


Breaking campaign - Kia Rio: RESPECT

Kia Motors Australia continues to challenge the market with the launch of the new Rio. The integrated campaign launches on 9th October on television with a spot entitled, “RESPECT”, created by Innocean Australia.

The Rio campaign highlights the elements that make it standout in the small car segment where buyers have traditionally had to compromise. Better styling, features and power are all part of this small car that has nothing to apologise about, instead, demands a newfound respect.

The famous anthem by Aretha Franklin, RESPECT has been given a fresh twist and is the soundtrack to activities online, television and in the activation area.

Steve Watt, National Advertising Manager, says "While the Rio name has a strong heritage in Australia this model is new from the ground up. The design is more stylish and agile and the handling has been tuned locally for Australian conditions. We like to think it's been reborn. In the same vein, we hope respect for this particular small car segment is reborn too."

Scott Lambert, Creative Director, Innocean, says “This campaign was destined to be fun: First, giving a funky masculine edge to Aretha Franklin’s classic. Second, Tim Bullock’s talent direction and timing. Third, a client who challenges the category. Respect."

The campaign pre-launched with phenomenal success via Kia’s Facebook page.

Over 100,000 people ‘liked’ the Rio in 6 weeks through a highly engaging ‘Tag N’ Win’ competition.

Link for the Kia Rio
Youtube TVC link
Youtube 'making of TVC' link


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

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

Production Company
– Prodigy
Director, Tim Bullock
Producer, Marge McInnes
Editor, Adam Wills
Music, Song Zu
Music Licensing by Music Mill: Donna Fitzhenry

Media Planning & Buying – Initiative Media

Social Media – We Are Social