Creative Showcase
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.”
The Red Cube
https://theredcube.ca/?v=on...
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
2029
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