Title | TOUGH BECAUSE IT HAS TO BE |
Brand | HYUNDAI |
Product / Service | ILOAD |
Category | A01. Direction |
Entrant | THE POOL COLLECTIVE Sydney, AUSTRALIA |
Idea Creation | INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Production | THE POOL COLLECTIVE Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Sean Izzard | The POOL COLLECTIVE | Director |
Simon Ozolins | - | Director of Photographer |
Matt Floyd | - | 1st Camera Assistant |
Glenn Pokorny | - | Data Wrangler |
Eren Sener | - | Sound Operator |
Michael Ference | - | Van Detailer |
Petrea Lambert | The POOL COLLECTIVE | Producer |
Lisa Pham | The POOL COLLECTIVE | Production Coordinator |
Sarah England | The POOL COLLECTIVE | Production Coordinator |
Andrew Knox | Hyundai Motor Company Australia | General Manager - Marketing Communications |
Helen Gilmartin | Hyundai Motor Company Australia | Production Marketing Manager |
Lisa Yau | Hyundai Motor Company Australia | Product Marketing Coordinator |
Steve Jackson | Innocean Worldwide Australia | Executive Creative Director |
Ashley Reeve | Innocean Worldwide Australia | Art Director |
Deila Liang | Innocean Worldwide Australia | Copywriter |
Jo Movizio | Innocean Worldwide Australia | Senior Account Director |
Warrick Nicholson | Innocean Worldwide Australia | Producer |
Hyundai’s New iLoad range is “Tough because it has to be.” As the revised model offers additional torque, cargo space, dual sliding doors and a rear view camera; the updated amenities give weight to the campaign’s tagline and ultimately set the stage for the art direction of the visuals. Casting talent that are physically intimidating in nature, pokes fun at stereotypes perpetuated by traditional messaging in mainstream media while serving as a metaphor for the strength of the vehicle.