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The Red Cube / Kia Canada

Submitted By Innocean Worldwide Canada

Description

While Kia has become an award-winning brand, the public has carried on with the assumption that it is still just a value brand. To change this perception and reach millions, Kia created an outdoor activation that let people experience their Power to Surprise message in a real way.

Objective

To get people to notice Kia and create a positive brand impression

Technical Challenge

A campaign branded as the Red Cube spread clues that referred to Kia’s accomplishments and led to an outdoor activation. For 2 nights in 3 cities, a massive structure of screens shared more of the brand’s story through clues. When enough people gathered around to reveal the answer, a wall of the structure made of smart tint glass virtually disappeared, triggering a projection mapping show that highlighted a vehicle and answered every clue with the brand’s message, “Kia. The Power to Surprise.”

Client

Kia Canada

Agency

Innocean Worldwide Canada
innocean.ca

Media

Outdoor

Market

Automotive

Credits

Creative Director

Gerald Schoenhoff

Art Director

Mirko Greenwood

Writer

Kurtis Martin

Agency Producer

Savannah J. Beaty

Account Executive

Cory Smythe

Content Strategist

Jeff Norton

Production Company

Thinkingbox
Taylor Group

Music & Sound

Pirate Radio

Editor

Rooster

Director

Untitled

Producer

Jonny Pottins

Views

399

 

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