TOUGH BECAUSE IT HAS TO BE

TitleTOUGH BECAUSE IT HAS TO BE
BrandHYUNDAI
Product / ServiceILOAD
CategoryA01. Direction
EntrantTHE POOL COLLECTIVE Sydney, AUSTRALIA
Idea Creation INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Production THE POOL COLLECTIVE Sydney, AUSTRALIA

Credits

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

Brief Explanation

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.

Links

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