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