Innocean Australia has launched a striking new campaign for Hyundai's IONIQ range of all-electric vehicles, featuring an experiential lighting display powered by the IONIQ's 'Vehicle to Load' capacity.

The campaign, developed in collaboration with Scoundrel Director James Dive, utilises a technique developed by Scoundrel and FIN Design + Effects, and is set to illuminate digital, cinema and out-of-home media channels.

The campaign's centrepiece is a series of LED light bars, creating a light trail every time the IONIQ cars move forward.

Jenny Gulliver, Hyundai Director of Marketing, explained the rationale behind the campaign: 'Research shows there is a growing uncertainty about the future, with many people concerned that innovation and technology is leading us down an isolated, disconnected path. And the EV category is no different, with brands reflecting a cold, tech-focussed world that lacks humanity. Therefore, to differentiate ourselves, we needed to position IONIQ as an EV brand that brings optimism to the EV category.'

The campaign's filmic approach was to push the visual technique of light painting, according to Scoundrel Director James Dive. 'Emerging tech can now allow light trails to be whatever you can dream of. The principles are still the same, but these light patterns no longer require you to wave a torch about in the dark. Instead, a singular length of LEDs can now be pre-programmed with an image. The LED length then steps through the image one line at a time using a depth of 210 pixels on each side of the car. As the object moves, the programmed pattern is painted one line at a time.'

Dave Varney, Innocean Creative Director, said: 'Wherever there’s an IONIQ there’s a bright future nearby. By merging the technique of light trails with the tech of the pixel stick, the IONIQs become a symbol of optimism. It was an interesting process not really knowing how it was going to turn out. Even on set we had no way of knowing how it would look but the result is amazing.'