Hyundai has launched a campaign for its new N-Line sports package for the i30Sedan across YouTube, Instagram, Facebook, Twitter, and cinemas. Created by AnalogFolk, the “moody new campaign” as they describe it, was done via its Sydney office and features the launch film ‘After Dark’.
The 90-second spot 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 by Australian talent, along with real people who pursue their side hustles and passions outside of their day jobs.
“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 AnalogFolk Executive Creative Director Richard Morgan.
“The need to step outside of our comfort zone and overcome barriers – real or imagined – is something that our audience intuitively understands,” added 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.”
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
Colorist – Billy Wychgel
Post Production – Elements
Stills Retouching – Cream Studios
Media Agency – Hearts & Science
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