Innocean Enlists Enya’s ‘Orinocco Flow’ in Witty Work For Hyundai’s Santa Fe

Innocean Enlists Enya’s ‘Orinocco Flow’ in Witty Work For Hyundai’s Santa Fe
Rochelle Burbury
By Rochelle Burbury



Hyundai has launched the latest campaign for the new Hyundai Santa Fe, bringing peace to family travel, created by its creative agency, Innocean Australia.

The Santa Fe has long established itself as an award-winning favourite amongst Australian large SUV buyers as an innovative, luxurious family SUV. In a homogenous category from a campaign perspective, Innocean’s strategy was to position the new Santa Fe as the perfect antidote to family chaos, as it has been intelligently designed with today’s families in mind. Intuitive design features create an environment that helps resolve family tension, making everyone comfortable and happier when on the road.

The campaign idea, Little Angels, was developed from an insight that in the midst of family chaos, parents are striving to achieve their own personal moments of harmony. The campaign sees two bickering siblings instantly transformed into little angels complete with harps, singing Enya’s 80’s classic Orinocco Flow in perfect harmony. The world outside the Santa Fe is populated by a motorcycle courier transformed into a gallant white horseman, a levitating windscreen squeegee lady and a busload of elderly people who join the celestial choir.

Hyundai Australia chief marketing officer, Kevin Goult, said: “With a significant number of new product launches in 2021 we‘re starting the year as we intend to finish it, with spectacular creative that pushes the Hyundai brand forward. The new Santa Fe model is up first. It’s more grown up, more premium, and more technologically advanced than ever before, just like the Hyundai marketing team and its agencies.”

Innocean Australia executive creative director, Wes Hawes, said: ”As parents we’ve all been there. Peace At Last is an enduring platform idea for the Santa Fe that resonates with families and just keeps getting better creatively. Director Michael Spiccia’s vision, paired with trusting, ambitious clients like Hyundai, and the talented team at Innocean Australia, help bring this angelically fun campaign to life. And Enya of course.”

Scoundrel director, Michael Spiccia, said: “It was a real joy to service an idea that inherited so much fun and potential. I was grateful that the entire team were all on board from the very beginning. Especially from a client who instilled so much faith and trust to really support a direction that we were all excited about.”

The fully integrated campaign is the first off the ranks under the new Innocean leadership team. It launches across digital video, social, CRM, TV, cinema, transit media and point of sale.

Innocean Australia CEO, Jasmin Bedir, said: ”The new Hyundai Santa Fe campaign is the first reflection of what you can expect from Innocean Australia this year and beyond. After transforming the agency with new hires across a range of skills to deliver a multi-channel, integrated approach, it’s exciting to see the work also transform to what we have the ability to achieve for clients.”

CREDITS

Hyundai:

Director of Marketing: Kevin Goult

Product Portfolio Marketing Manager: Helen Gilmartin

Product Marketing Specialist: Lisa Yau

Innocean Australia:

Executive Creative Director: Wes Hawes

Creative Director: Dan O’Connell

Creative Team: Dan O’Connell and V. Wassim Kanaan

Head of Strategy: Karl Bates

Head of CX: Romy Briers

Client Partner: Ian Hartley

Snr Account Director: Vincent Pled

Account Director: Sarah Gardan

Director of Integrated Production: Craig Sloane

Integrated Producer: Louis Moore

Snr Integrated Producer: Warrick Nicholson

Finished art/Design ​ Juliana Bacmaga

Digital Production: Amanda Davis

Social Media Manager: Taylah Nilsson

Production:

Production Company: Scoundrel

Director: Michael Spiccia

Executive Producer: Kate Gooden

Executive Producer: Adrian Shapiro

DOP: Jeremy Rouse

Production Design: Sherree Phillips

Casting: Allison Meadows – Mullinars Casting

Editor: Mark Burnett, The Editors

Colourist: Ben Eagleton

VFX: Fin Design & Effects

Music: Sonar Music

Track: Enya – Orinocco Flow

Music Clearance – Anton Trailer – Trailer Media

Photography: Michael Corridore, Photoplay.

Media:

 

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