Description
CHALLENGE
In 2021 Kia changes its positioning and becomes the brand of the Movement that Inspires, but to launch the first model of this new era it must face a paradox: present a car that's the embodiment of movement through a motionless installation.
IDEA
Using light to turn a non-running car into an artistic installation capable of transmitting and narrating not only its own movement but also the brand’s one.
EXECUTION
Inspired by the design of the car, a special LED material have been used to realize a light design installation that reproduces the air flows normally enveloping the car when in motion. The perception was even more engaging thanks to the light pulsing to the beat of the music during the unveiling event. The whole story was told through three branded video contents and generated great interactions.
PARTNERSHIP
The artistic installation was created thanks to the participation of two international exponents of Italian design: Roberto Palomba and Ludovica Serafini from the Palomba and Serafini Associati Studio.
This professional campaign titled 'Moving Inspiration Project' was published in Italy in November, 2021. It was created for the brand: KIA, by ad agency: Innocean. This Ambient, Content, and Experiential media campaign is related to the Automotive industry and contains 2 media assets. It was submitted 7 months ago.
Credits
Agency: INNOCEAN Italy
Creative Director: Alan Dindo
Senior Art Director: Eugenio De Riso
Senior Copywriter: Cristiano Matrone
Account Director: Gianmarco Salina
Account Manager: Fabiana Rossi
Marketing Communication & CRM Director Kia Italy: Giuseppe Mazzara
Content Marketing Manager Kia Italy: Alessia Zecca
Content Marketing Assistant Manager Kia Italy: Arianna Cavazza
Designer: Palomba Serafini Associati
