Wash Studio has developed a new campaign for the launch of Hyundai’s new “N” range.
The Lancashire agency won a 4-way pitch to deliver the Turning Petrol Heads concept to promote the high performance cars.
Using CGI to bring 4 distinct characters to life, the aim was to capture attention and directly engage the UK’s car enthusiast audience.
“As a team, we are delighted with the result. The essence of the N brand is all about fun and we believe we have delivered a unique campaign that reflects this, whilst creating a sense of intrigue and excitement,” said Andy Walmsley, Wash Studio’s owner and creative director.
“With our specific UK audience in mind, we’re confident that these characters will engage the petrol-head community that would have traditionally dismissed the idea of considering a Hyundai hot hatch. Using physical expressions of how minds can be changed and attention grabbed by this new appearance, the campaign will undoubtedly turn heads”.
The team used a new render engine, Corona Rendered, which is traditionally used in architectural visualisation, however, Walmsley explained that its speed and efficiency at producing photo-real metals and plastics meant that it was ideal for the project.
Hyundai are amongst the first to use this technology for visual effects and in commercial advertising.
“Hyundai is not known for producing high-performance cars – at least not yet. But with the launch of our ‘N’ range, it puts Hyundai firmly on the map as a credible performance car brand,” added David Pugh, Hyundai Motor UK’s marketing director.
“The strategy and campaign idea to support the ‘turning petrol heads’ launch is very simple; reflecting the ‘N’ debate that is starting to happen right now among real car enthusiasts all around the UK”.
It is running across television, print, cinema and out of home formats.