Cannes Contenders: Innocean Australia

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Kia Cerato GT: Get Mean
Innocean Australia
Innocean developed a web game and activation where players could race the Cerato GT around a virtual track, controlling the GT by replicating its mean sounds. The meaner you sounded, the faster you went.

Played on your phone, cameras captured your mean faces to share together with your score on social media, giving you the chance to win prizes.

During the activation, which ran during the Kia sponsored Australian Open, cameras captured players mean faces. These were beamed to digital OOH in the area, so you could see yourself on the big screen at one of Australia’s biggest sporting events.

The Cerato GT Get Mean game and activation were supported with OOH and TV spots.

Hyundai Tucson
Innocean Australia
In this film, an inner-city couple venture into the great outdoors in their Tucson SUV. They’ve just finished setting up camp when a gust of wind lifts their tent into the air, they realise they’ve naively forgetting to secure it with pegs. They give chase in their Tucson, tracking the flying tent over all manner of terrain. While they struggle with the conditions, the Tucson effortlessly handles everything the Australian environment throws at them. Ultimately the tent meets its demise when it flies into powerlines.

We end with the super: Tucson. Made for it. Even if you’re not.

Hyundai: IONIQ Travel Deals
Innocean Australia
Hyundai’s new electric car – the IONIQ – allows people to travel for a fraction of the cost. To amplify these incredibly low prices, this travel style OOH campaign showed people how much it would cost to travel to Australia’s most famous holiday destinations in an IONIQ.

The travel deals were placed on the way to each destination during the Christmas period, when the highest number of Australians were on the road.