Hyundai transforms East London streets for new C4 Film idents, by INNOCEAN


Hyundai Motor UK today launched its latest set of idents for Channel 4 Film, which saw it transform the streets of East London, in a creative delivered by INNOCEAN UK.

Hyundai new C4 idents

The objective of the campaign is to showcase the leading technology and design of Hyundai’s award-winning electric cars including V2L (vehicle to load) technology which allows the charging and power of any appliances, in this case a film projector.

Hyundai’s new series of shorts is a continuation from a 2021 set of idents – also created by INNOCEAN UK – and follows the same projection motif throughout.

The latest version features the IONIQ 5, IONIQ 6 and KONA Electric, highlighting the V2L technology within the models.

Throughout the new idents, the cars transform the streets of East London with projections inspired by different genres of film.

From fantasy with a unicorn elegantly galloping along the side of a road, to science fiction with two robotic heads seamlessly merging.

The new projections were all filmed live and enhanced in post-production. The cinematic feel is made complete by the music, which was composed by Mercury Award-nominated Anna Meredith.

The sponsorship deal has been brokered by Havas Play UK, the newly launched Havas agency combining content and partnerships division JUMP and Cake, sport, and culture specialists.

The new idents run across Channel 4’s portfolio of channels from 11th October until the end of June 2024.

Dom Sweeney, Head of Creative at INNOCEAN UK, said: “We really wanted to build on the success of last year’s campaign, but with a more ambitious approach – which I think we managed to execute!

“That’s thanks in no small part to creative, Fenton Saward, here at INNOCEAN UK, and being able to work alongside Ewan Jones Morris and the whole All Of Us Here team who set the bar high.”

Richard Wolfe, Head of Brand Communications at Hyundai Motor UK, added: “The team were able to create something visually spectacular with our cars and V2L technology at its heart.

“The end results are truly outstanding, and we hope all those watching Channel 4 Film will enjoy the idents and want to discover more about the cars featured.”