AnalogFolk Sydney creates 'edgy' new campaign for Hyundai

20 October 2020

Advertiser: Hyundai

11 16
The 90-second launch film ‘After Dark’ takes a non-traditional approach to a traditional car category.

Global digital creative agency AnalogFolk Sydney has created a moody new campaign to launch Hyundai’s new N-Line sports package for the i30Sedan, launching across YouTube, Instagram, Facebook, Twitter and cinemas.

The 90-second launch film ‘After Dark’ takes a non-traditional approach to a traditional car category with dream-like sequences and a quirky, original soundtrack featuring deconstructed nursery rhymes and rap using only Australian talent.

The spot also stars real people, not actors, who pursue their side hustles and passions outside of their day jobs.

AnalogFolk executive creative director Richard Morgan says the campaign aims to capture the attention of people who have a quiet, innate sense of competitiveness and love the thrill of driving.

“Early on, we resolved that if you’re the sort of person who likes to curl up with a light Adam Sandler comedy on Netflix and an early night, then this isn’t the car, nor the spot for you,” says Morgan.

The car’s all-new virtual cockpit helped inspire the idea to set the campaign at night, when the car, like the hero characters who drive it, light up and come alive.

“The need to step outside of our comfort zone and overcome barriers – real or imagined – is something that our audience intuitively understands,” says Morgan.

“Setting the spot at night, when the senses are heightened and our hero characters are hard at work whilst most people are safely tucked up in bed, allowed us to interweave surprising, nocturnal elements in playful, non-linear ways, using the urban landscape as a backdrop.”

True to the new Hyundai i30 N-Line itself, the campaign disrupts many Australian automotive conventions and traditions, using a combination of technology, performance and youthful attitude.

The campaign of 90, 30, and 15-second cutdowns is running now, supported by online and out-of-home.

Client – Hyundai Australia
Director of Marketing – Kevin Goult
Marketing Manager – Helen Gilmartin
Product Marketing Specialist – Muroa Zorah

Agency – AnalogFolk Sydney
ECD – Richard Morgan
Senior Art Director – Willy Maitland
Senior Copywriter – Alister McCann
Agency Producer – Angela Garofolo
Senior Designer – Robert Carter
Group Account Director – Jonny Sycamore
Project Director – Emily Entwisle
Strategy Partner – Ben Hourahine
Managing Director – Matt Robinson

Production Company – The Hooligan Collective
Director – Dylan Harrison
Producer – Ash McLeod
DOP – Peter Eastgate
Editor – Matt Bennett
Composer – Shaun Clifford
Singer – Julian Joseph
VFX – Cumulus
Colourist – Billy Wychgel
Post Production – Elements
Stills Retouching – Cream Studios
Media Agency – Hearts & Science

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