ADVERTISING

KIA

Tilt-Proof Challenge

Agency: Innocean Berlin

Description

Having won the 2023 World Performance Car award, the EV6 GT is about to change the game once again – this time, with League of Legends gamers in the passenger seat. As the main partner of the League of Legends EMEA Championship, Kia keeps esports fans on their toes with the Tilt-Proof Challenge.

The rules are simple: if the gamers stay calm as the car speeds across a racetrack, they can keep the car. If they lose their cool - or tilt, as gamers call it - they walk out empty-handed. The challenge was born from one of EV6 GT’s key performance features: accelerating from 0 – 100km/h in 3.5 seconds. Staying tilt-proof would be a nearly impossible task.

The activation is more than an entertainment piece. Backed by the latest in biometric measurement technology, Kia has developed a Facial Analysis app, with a set of six parameters incorporated to track any participant's minor emotional reaction, combined with a heart rate monitor and pulse oximeter.  

The European gamer-driven digital stunt puts emotions and reactions at its core. Gamers from Spain, Germany, and France took part, all being driven by Uwe Mansshardt, a professional stunt driver. After working as a stunt expert on films like John Wick and Mission Impossible, Uwe’s expertise made staying calm an undeniable challenge.

The stunt starts off with Spanish gamers Jorge Casanaovas (@werlyb) and Carmen Sanchez (@carmensandwich), followed by Romain Jacques (@romainjacques) from Switzerland and Daniel Broekmann (@broeki) from Germany. With running commentary from the well-known LEC caster Aaron “Medic” Chamberlain, each streamer put their tilt to the test. Launched on Instagram, Tik Tok and Twitch, the stunt spans different markets in Europe.

This professional campaign titled 'Tilt-Proof Challenge' was published in Germany in September, 2023. It was created for the brand: KIA, by ad agency: Innocean Berlin. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 7 months ago.

Credits

INNOCEAN BERLIN:

CHIEF CREATIVE OFFICER: GABRIEL MATTAR

CHIEF OPERATIVE OFFICER: JONATHAN HILL

EXECUTIVE CREATIVE DIRECTOR: RICARDO WOLFF

CREATIVE DIRECTOR: JOSÉ SUAID, SEBASTIAN PATTIS

BUSINESS DIRECTOR: ALESSIA BELLINI

HEAD OF PRODUCTION: FABIAN BARZ

ART DIRECTOR: ANA CONRADO

ART DIRECTOR: CHANGKYU KU

COPYWRITER: NICOLAS HOLZ

JUNIOR COPYWRITER: DIVYA MIRLAY

SENIOR ART DIRECTOR: SAYMON SOUZA MEDEIROS

ACCOUNT MANAGER: SPELA VIDUC

JUNIOR ACCOUNT MANAGER: NADIA ESI BERCHTENBREITER

STRATEGY DIRECTOR: JÖRN BALLENTIN

SENIOR STRATEGIC PLANNER: ODILE BREFFA

PRODUCTION:

DIRECTOR: DANIEL MICHAELIS

DIRECTOR OF PHOTOGRAPHY: KONSTANTIN FREYER

1st ASSISTANT DIRECTOR: HENDRIK HOLLER

SOCIAL MEDIA DIRECTOR: ZHONG TO

PRODUCER: JUERGEN JOPPEN

CONSULTING PRODUCER AUTOMOTIVE: SASCHA MEHN

PRODUCTION ASSISTANT: LUKAS BAEUERLE

SOUND: SCHWARM AUDIO MIXING

OFFLINE EDITING: TIMO BRAUNISCH

OFFLINE EDITING: ARTHUR HEISLER

ONLINE EDITING: SLAUGHTERHOUSE GMBH

TECHNOLOGY DEVELOPMENT: GLASSWORKS VFX

CAST:

MEDIC - AARON RICHARD CHAMBERLAIN

WERLYB - JORGE CASANOVAS MORENO-TORRES

CARMENSANDWICH - CARMEN SANCHEZ ALVARADO

ROMAINJACQUES - ROMAIN JACQUES

BROEKI - DANIEL BROEKMANN

UWE MANSSHARDT – PROFESSIONAL STUNT DRIVER

NHS Blood and T...

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