Hyundai: Fluidic Sculpture

Hyundai Motor Company Australia, via Innocean Worldwide Sydney, in partnership with creative consultancy Disciple, launches a new campaign this Sunday for its all-new mid-sized sedan, i45.

The television commercial will be the first element of a significant integrated campaign. The spot, directed by Bruce Hunt via Revolver, was filmed entirely in-camera, brings to life in water the tests, commitment and investment that Hyundai has dedicated itself to, in bringing every i45 to market. The thought behind the campaign is 'Driven by Obsession' and is borne out of Hyundai's passion for quality.

The Hyundai i45 is part of the new Hyundai design philosophy of 'fluidic sculpture'. Central to the execution of the creative idea, is an amazing use of water droplet technology in both the TV commercial, and throughout the fully integrated campaign. Using a highly sophisticated rig flown in from Canada for the stunning water effect, the team created a range of beautiful imagery and shapes within the cascading water.

The rig has 720 individual water droplet controls on the screen, each one set at a 10ml spacing. Each droplet has a solenoid valve on it, and each solenoid valve is controlled by a computer. One of the key images created by the water droplets is that of a massive sword being "thrust" into the i45.

The campaign includes television and cinema, some striking print executions, an extensive online schedule, point of sale, OOH and displays at airports.