Innocean Australia has unveiled its latest campaign for Hyundai’s KONA SUV, boldly titled ‘Anti-Ordinary’, a creative declaration of independence from automotive uniformity. Directed by FINCH’s Alex Roberts, the campaign positions the KONA as a vibrant statement of individuality in a sea of sameness — and celebrates those who refuse to blend in.
The campaign marks the first fully integrated media and creative effort since Innocean launched its media division in October 2024, with Hyundai as a foundational client. The result is a cohesive, strategically aligned message that reinforces Hyundai’s brand personality and the unique identity of the KONA.
Anchored in a simple yet relatable truth — the frustration of losing one’s car in a parking lot full of identical vehicles — the campaign flips that moment on its head. In three short films, protagonists navigate these mundane challenges only to spot their unmistakable KONA, confidently standing out with its bold design and vibrant presence.
Hyundai’s marketing general manager Dominique Allen highlighted the importance of differentiation in an increasingly saturated segment. “The small SUV category has seen significant growth in Australia, surpassing traditional compact cars. It’s also one of the most competitive,” Allen noted. “With the KONA already an award-winning model, it was time to give it a campaign that reflects its distinctiveness. 'Anti-Ordinary' creates a world that speaks directly to Australian drivers, setting the KONA apart from the crowd.”
The campaign is more than just a marketing play — it's a strategic evolution. By bringing together creative, media, and customer experience under one roof, Innocean aims to deliver consistency and agility, while building long-term brand equity for Hyundai.
For executive creative director Brendan Willenberg, the campaign hits close to home. “The bold and confident styling of the Hyundai KONA demanded an equally bold and confident campaign. Truth be told, all three of these moments have happened to me,” he joked. “While I’m incredibly proud of the work, I’m also quite triggered.”
With this campaign, Hyundai and Innocean not only reaffirm their partnership but also deliver a fresh take on what it means to own — and be seen in — a vehicle that dares to be different. The KONA, it seems, is not just a car. It’s a statement.
