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Product launch campaign: Hyundai Accent

Hyundai Motor Company Australia has launched the all-new Accent compact car with an integrated communications campaign created by Innocean Australia.

The new campaign entitled ‘Reverse’, targets young male buyers with a TVC that showcases the Accent driving in a world that quite literally, is in reverse. Inspired by the class leading inclusion of a reverse camera, this latest campaign continues to build momentum around the Hyundai brand, the world’s fastest growing automotive group.

Oliver Mann, Marketing Director, Hyundai, says “New Accent consolidates Hyundai’s presence at the top-end of the light car segment, offering premium levels of style, space and safety.  The launch campaign plays on the Accent’s strong visual appeal, as well as the availability of a reverse camera, through the invitation to ‘change your view of the world’.

Scott Lambert, Creative Director, Innocean, says "The all-new Accent’s "In-Mirror Reverse Camera" feature is unique for a car in this category, and hence, an equally unique concept was required. The "Reverse" TVC is intriguing, memorable and highly watchable."


Client – Hyundai Motor Company Australia
Marketing Director, HMCA: Oliver Mann
Senior Manager – Marketing Communications, HMCA: Alex Pinsuti
Communications Manager, HMCA: Bilgen Tug

Agency - Innocean
General Manager, Amanda Wheeler
Creative Director, Scott Lambert
Copy Writer, Simon Cox/Jen Boxer
Art Director, Simon Cox/Jen Boxer
Group Business Director, Tim Hiley
Business Director, Damien Pashby
Planning Director, Kathy O’Connor
Head of Broadcast, Tania Templeton

Production Company – The Sweet Shop
Director: Mario Zozin
DOP, Daniel Ardilley
Producer, Lynette Gordon
Editor, The Editors


Breaking campaign: Hyundai Elantra

Hyundai Motor Company Australia has launched a new campaign to promote the all-new Hyundai Elantra – the big small car.

Created by Innocean Australia, the new campaign showcases the distinctive styling of the Elantra which has all the features and space usually found in a big car, in a smaller package. The TVC combines footage of the car with a computer generated robot that unveils ‘Russian Doll’ style, a smaller car in a bigger shell. To reveal the car piece-by-piece, 18 mechanical arms were designed, engineered, and animated to transform an ornate ceiling decoration into complex robotic apparatus in a matter of seconds.

Oliver Mann, Marketing Director, Hyundai, says “The Elantra is the latest new model to be unveiled by Hyundai, and maintains the brand’s reputation for groundbreaking car design – matched by groundbreaking communications.  The new TV spot utilises state of the art CGI to convey that Elantra incorporates big car thinking and design in a beautifully compact shell.”

Scott Lambert, Creative Director, Innocean, says "This is a simple idea that has all the hallmarks of a new generation Hyundai ad. It is intelligent, surprising and unique. Brent Bonacourso at Prodigy and Jesse Bradstreet’s team at Animal Logic were the ideal partners, and their talent and dedication has helped deliver a great spot."


Client – Hyundai Motor Company Australia
Marketing Director, Oliver Mann
Senior Manager – Marketing Communications, Alex Pinsuti
Communications Manager, Bilgen Tug

Agency – Innocean Australia
Creative Director, Scott Lambert
Copywriter, Robin Feiner
Art Director, Guy Collins
Planning Director, Kathy O’Connor
Group Business Director, Tim Hiley
Senior Business Manager, John Larkin
Head of Broadcast, Tania Templeton

Director, Brent Bonacorso, Prodigy
Producer, Luke Copeland, Prodigy
Executive Producer, Nerissa Kavanagh, Prodigy
DOP, Daniel Ardilly
Editor, Alexandre de Franceschi-Guillotine
VFX Director, Jesse Bradstreet, Animal Logic
Composer, Antony Partos, Sonar


Van Rooyen to head up the Innocean digital team

Innocean Australia has appointed Collette Van Rooyen as its new head of digital. This appointment follows the recent recruitment of Scott Lambert as creative director and Jo Gilbert as head of sponsorship and events.

Collette has come from Pacific Magazines where, as Head of Digital, her role was to lead online and integrated developments for both magazines and clients of those magazines.

Previous roles include digital project management for ninemsn and Fairfax Digital as well online product experience with Seek, and

Her client experience includes online advertising campaigns for Yoplait Petit Miam (National Foods), Just Car Insurance, Aussie Home Loans and Reckitt Benckiser.

Amanda Wheeler, General Manager at Innocean, says, “With Collette joining our team, we hope to expand our digital services and bring some fresh strategic thinking to the growing projects we have at Innocean.”

Collette says, “Hyundai and Kia, as Innocean’s foundation clients, have a keen appetite to extend their presence and innovate in the digital space. I’m looking forward to working with them and the Innocean digital team to showcase our capabilities.” She adds, “It’s an incredible time to move from publisher to agency side with areas such as mobile and social media changing the way that consumers connect directly with brands.”


Breaking campaign: Kia retail – Makes Perfect Sense

Kia Australia has launched its End of Financial Year campaign – one that just makes perfect sense. With retail activity at its highest during this period it was imperative to both Kia and Innocean Australia, the creative agency, to create a campaign that cut-through the traditional end of financial year noise.

Kia’s National Marketing Manager Steve Watt said “Kia is a challenger brand and that gives us permission to do things a bit differently like in the Sportage commercial featuring Grand Master Melle Mel and Scorpio. Consequently we want to bring that same approach to retail advertising, there’s no reason why it has to be boring.”

Scott Lambert, Innocean Australia Creative Director said "The "Makes perfect sense" positioning gives us a great platform to produce surprising work that is entertaining and memorable, but at the end of the day it is still about driving traffic. This initial retail campaign is just a small taste of where we are going with the brand"


Client: Kia Australia

Agency: Innocean Australia
Creative Director: Scott Lambert
Creative: Mike Lind
Production Company: Engine
Agency Producer: John Lamble
Strategy Director: Kathy O’Connor
Group Account Director: Simon Hornery
Business Director: Janine Allan