The Work 2020 Contenders: Innocean Sydney

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With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.

Hyundai: Veloster Double-sided Jacket
Innocean Sydney
Hyundai dips a toe into the fashion world with the Veloster Double-Sided Jacket. Not only does the Veloster have two sides but we also discovered Veloster fans do too. More than most, there is a professional sensible side and a more carefree, out-of-office adventurous side. As they also tend to be fashion-conscious women, the idea was to produce the perfect piece of clothing for those who live a double life. The pinstriped day side of the jacket features red stitching to match the car’s red line leather interior along with a hidden pocket that speaks to its hidden third door, highlighting the car’s practical side. The after-hours side of the jacket aims to seamlessly take the wearer from daytime and office to nighttime, street wear. On the back, an embroidered sun passes the baton on to the moon while black and yellow banding reflects the two-tone roof and speed-stripe sleeves talk to the Veloster’s sporty nature. The campaign was brought to life in conjunction with Elle Magazine and fashion designer Emma Mulholland.

Kia: Kia Sorento Black Edition
Innocean Sydney 
This film illustrates the magnificent birth of the New Kia Sorento Black Edition. It begins with an intriguing object rising up from a pool of black paint. As the shape graciously emerges from the dark liquid, we slowly realize it is a car. The black paint runs down its stunning body, only being retained by the new black features that differentiate the Sorento Black Edition from the standard Sorento. Director Toby Pike, Finch and Post by Heckler.

Hyundai Venue: Fits Anywhere. Stand Out Everywhere
Innocean Sydney
This cheeky integrated campaign highlights the stylish attributes of Hyundai’s new entry-level vehicle, including its ability to look good whilst squeezing in to tight and unexpected spaces. Promoting a car that is small in stature yet makes a big design statement, the campaign aims to appeal to an audience who appreciates standout design. Directors Tim and Joe Revolver, Post by Heckler.

Hyundai Tucson: Runaway Tent
Innocean Sydney
Essentially a lot of people buying SUVs actually live in the city, but love the option to go off-road. Our campaign puts the Tucson through its paces and makes you think – if it can handle the outback it can certainly look after you in the city. Our couple is more used to chasing down the best flat white than a runaway tent but the Tucson always has their back. Director Fiona McGee, Post by Fin Design.


The entry deadline for Campaign Brief’s The Work 2020 is April 30th. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency would like to showcase your best work in our Contenders series email