The campaign, which has run from 9 October, features US artist Jim Deneven, who is well known for his large-scale desert sculptures. He uses the i40 as a giant paintbrush, and the dry surface of Lake Rebecca in remote Western Australia as a canvas to produce a design of concentric circles.
Innocean says that when viewed from the air, the grand design provides a metaphor for the "impressive" design and function of the newest Hyundai to hit the Australian market.
Oliver Mann, marketing director for the Hyundai Motor Company Australia, said the TVC followed on from a function-focused campaign lin 2010. “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," he said. "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 of Innocean Australia said the i40 was 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 agency has also produced a "making of" video for the campaign, available on YouTube.
Agency – Innocean Australia
Creative Director, Scott Lambert
Art Director/Copy Writer, Mike Lind
Head of Broadcast, Tania Templeton
Group Business Director, Tim Hiley
Senior Business Manager, John Larkin
Planning Director, Kathy O’Connor
General Manager, Amanda Wheeler
Production Company – The Sweet Shop
Director: Noah Marshall
Second Unit Director: Joel Harmsworth
DOP, Daniel Ardilley
Producer, Tony Whyman
Editor, Tim Mauger
Composer, Antony Partos, Sonar
Sound, Song Zu
Client – Hyundai Motor Company Australia
Marketing Director, HMCA: Oliver Mann
Senior Manager – Marketing Communications, HMCA: Alex Pinsuti
