Hyundai and Innocean 'make an impression' on Western Australian outback

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