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 said 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,” said 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,” Morgan said. “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
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]