Anti-ordinary Hyundai KONA via Innocean

26 May 2025
 

Creative Agency: Innocean

4 0
Directed by Alex Roberts from FINCH.

Hyundai KONA’s bold design and those who drive it take precedence in a campaign via creative agency Innocean.

The three ads were directed by Alex Roberts from FINCH and follow the story of being unable to locate your vehicle lost in a sea of identical cars.

Dominique Allen, GM marketing communications at Hyundai, said the small SUV category has experienced notable growth in Australia, now eclipsing traditional smaller cars. 

“Building on the work we’re doing on Brand, we recognised the need for our award-winning KONA to break convention,” Allen said.

“This new campaign will establish its own distinct world and tone, one that resonates specifically with Australians and clearly differentiates KONA from the crowded field."

The KONA strategy reframes the vehicle not just as an upgrade, but a step forward in how Australians express their individuality through car choice.

Innocean launched a media division in October 2024 with Hyundai as one of three foundation clients.

Innocean executive creative director Brendan Willenberg said the bold and confident styling of the Hyundai KONA demanded an equally bold and confident campaign.

“Truth be told, all three of these moments have happened to me so while I’m incredibly proud of the work… I’m also quite triggered,” Willenberg said.

Credits:

Hyundai:

Director of Marketing and Product – Andrew Tuitahi

GM Marketing Communications – Dominique Allen

Senior Manager, Brand and Product Marketing – Hayley Phillips

Brand and Product Marketing Manager – Emily Melinz

Product Marketing Assistant Manager – Brielle Ng

Innocean:

ECD – Brendan Willenberg

Creative Director – Damon Porter

Art Director - Nicole Yeoman

Copywriter – Emma Leamore

Strategy – Jack Cornwell

Senior Producer – Wendy Gillies

Account Manager – Julie Lassablière

Senior Account Manager – Roisin Watters

Group Account Director  – Catherine Cumming

Managing Partner – Adam Hosfal

Senior Digital Content Manager – Francesca Alvandi

Head of content – Lewis Steele

Finch:

Director – Alex Roberts

Producer – Cath Anderson

DOP - Tim Tregoning

Edit: Arc Edit - Drew Thompson

Post Production: Alt VFX

Music & sound: Mosaic Music & Sound

Related Content

Latest Campaigns

comments powered by Disqus