Hospital-bound kids usually can’t get out and expertise the trimmings of the vacations, so Kia America introduced the season to them with a digital automotive journey to the North Pole.
The model used one among its all-electric automobiles, together with digital partitions and different superior gadgetry, to present kids at St. Jude Youngsters’s Analysis Hospital in Tennessee an opportunity to “journey” with out leaving the security of the ability.
And the children’ reactions to the high-tech journey, captured in a hero spot from David&Goliath, are 60 seconds of pure, unbridled delight.
For the primary time within the hospital’s historical past, its administration allowed a business manufacturing on-site, per the model. “Vacation Joyride” was filmed within the foyer of the St. Jude location in Memphis, Tenn.
Digital trip, real pleasure
Creatives wished to design “one thing very actual and memorable,” in accordance with Ben Purcell, D&G’s chief inventive officer. “We put the children first.”
To make the journey come to life, Kia and accomplice Nexus Studios constructed a customized 50-by-100-foot set that included practically 300 curved LED screens surrounding an all-electric Kia EV6. The automotive was mounted on a system of 4 hydraulic compressors so it might increase and decrease, with its actions reflecting the story unfolding round it.
Youngsters have been belted into the again seat—their dad and mom have been “driving”—so they might coast via a tunnel of crimson and inexperienced lights and see a starry evening sky, customized with their names.
The digital panorama additionally included snow-covered pine bushes, a galloping reindeer, a hovering eagle and a swimming narwhal. The automotive appeared to fly above the rooftops on the best way to its arctic vacation spot.
“We hope to supply vacation cheer to these households which are going through probably the most troublesome of circumstances with dignity, bravery and style,” Russell Wager, Kia’s vp of promoting and one among Adweek’s 2022 Model Genius honorees, stated in an announcement. “Kia is honored to be a small a part of the impression St. Jude has on so many.”
Kia will give not less than $1 million to the hospital via the initiative, which features a donation for every automotive bought through the year-end season, as a part of its ongoing “Speed up the Good” program.
The 1-minute video will air on broadcast TV and cut-downs will probably be distributed on digital platforms. The marketing campaign may also embrace radio, out of house, print, level of sale and social media extensions.
Kia, which has put a number of its advertising muscle behind its electrical automobiles, put the EV6 in its Tremendous Bowl 2022 spot alongside an expressive robo canine that shortly grew to become a fan favourite. The advert, which marked Kia’s return to the Large Sport after a 2021 absence, additionally had a charitable tie-in, with the Petfinder Basis.
