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Creative

Innocean Berlin Takes Hyundai to New Heights in Campaign for the All-New BAYON

Stink's Tino directs sensorial spot featuring Parra for Cuva’s song 'Ordel'

Innocean Berlin Takes Hyundai to New Heights in Campaign for the All-New BAYON

Hyundai’s electrified family keeps growing with the launch of its new entry model into the SUV segment: the all-new BAYON. Together with celebrated film director Tino (best known for the Cannes Lions Grand Prix '100' for Leica), Stink Films, BAM photographers, and Innocean Berlin, the Korean car maker gives us an unexpected insight on what it feels like to drive their new B-segment SUV.

Describing the rationale behind the integrated 'Ready for New Heights' campaign, Gabriel Mattar, European CCO of Innocean Berlin, says: “People love SUVs because they give us a better view onto the road ahead and the world around us. They make us feel taller, safer and confident behind the wheel. This was the springboard for the launch campaign of the new Hyundai BAYON – a compact e-SUV that will shake up the SUV market and take people and Hyundai to new heights."

The centerpiece of the campaign is the film 'New Heights'. With Parra for Cuva’s song 'Ordel' as soundtrack, the film shows a woman walking into a gallery space where an interactive installation takes her by surprise, and transports her on a journey above the buildings of a big metropolis – a visual metaphor for the feeling of driving the new Hyundai BAYON, which combines best-in-class connectivity and safety features with a higher seating position.

To bring this metaphor to life, the brand set up a giant screen, consisting of hundreds of HD LED panels, that let the viewer experience the world from a higher perspective, in a visceral and sensorial way.

The moving image piece counts with visual effects by Katalyst (Berlin), sound design by NHB, and is complemented with the pictures created by photographer-duo BAM, where the campaign tagline comes to life through unexpected angles, that blur the lines between lifestyle and car photography. The BAYON launch campaign is set to run across European markets and is accompanied by a large number of assets, including digital media, TV, print, OOH, POS and social media content.

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Credits

Client: Hyundai Motor Europe

CMO: Andreas-Christoph Hofmann

Director Marketing: Laura Rathai

Head of Brand Strategy & Campaign: Andrea Razeto

Campaign Assistant Manager: Max Leuthold

Agency: Innocean Berlin

European Chief Creative Officer: Gabriel Mattar

Executive Creative Director: Ricardo Wolff

Creative Director: José Gomes

Creative Director: Pedro Lourenco

Art Directors: Meri Giorgobiani, Bianca Heusch

Copywriters: Clara von Heintze, Andy King

Client Service Director: Jonathan Hill

Business Director: Björn Wilke

Sr. Account Manager: Lin Fang

Sr. Digital Account Manager: Joanna Quintanilla

Junior Digital Account Manager: Ichraq Sabbani

Head of TV: Fabian Barz

Senior Art Buyer: Martina Teuchnerova

Associate Creative Director Digital: Christian Kirberg

Senior Designer: Anna Berlin

European Strategy Director: Sophia Goerner

Senior Strategist: Fernanda Czarnobai

Film Production Company: Stink Films GmbH

Managing Director: Martina Luelsdorf

Director: Tino

Cinematographer: Antonio Paladino

Executive Producer: Moritz Merkel

Producer: Florian Poltz

1st AD: Dominik Adam Nikel

Production Assistant: Britta Liesen

Editor: Jacob Ipsen

Drone Team: Skynamics

Production Designer: Sven Gessner

Prop-Master: Felix Schmidt

Styling/Wardrobe: Elke Dostal

Make Up: Elena Becker

Casting: Tröber Casting

Post-Production: Katalyst

Executive Producer: Steffen Röthinger

VFX Supervisor: Philipp Fehling

On Set VFX Supervisor: Pavel Propkochik

Music: “Ordel” by Parra for Cuva Sound Studio

Sound Design: Wenke Kleine-Benne

Photographer: BAM

Post-Production: Trey

Category: Automotive , Cars

Genre: People , Visual VFX