Title	7 YEARS IN 7 SECONDS
Brand	KIA
Product/Service	PROCEED (GT-LINE)
Category	A08. Use of Licensed or Adapted Music
Entrant	XXS AMSTERDAM, THE NETHERLANDS
Idea Creation	XXS AMSTERDAM, THE NETHERLANDS
Production	GLASSWORKS Amsterdam, THE NETHERLANDS

Name	Company	Position
John de Vries	XXS Amsterdam	Creative Director
Ward Enckhof	XXS Amsterdam	Account Director
Lisa Been	XXS Amsterdam	Account Manager
Marcel Ossendrijver	-	Agency Producer
Ru¨diger Kaltenha¨user	Glassworks Amsterdam	Director
Darren Macpherson	Glassworks Amsterdam	Director
Kyle Obley	Glassworks Amsterdam	Director
Anya Kruzmeta	Glassworks Amsterdam	Executive producer
Chris Kiser	Glassworks Amsterdam	Executive Producer
Ariella Amrami	Glassworks Amsterdam	Senior Producer
Alex Nicholls-Lee	Wave Studios Amsterdam	Sound Design Arrangement
Jonathan Watts	Adelphoi Music	Senior Producer
Ashley Bates	Adelphoi Music	Music Artist

Write a short summary of what happens in the film

The spot opens with a wide shot of a KIA standing in what appears to be a traditional car testing environment. However, the test quickly turns into 7 seconds of playfully re-imagined mechanisms, simulating everyday scenarios our hard working KIA car would go through during an average 7 years. Although only a short test, the car is subjected to a number of trying conditions; heavy rain, frost, heat, uneven road, mud splattering, an attack of bouncing balls, an erratically opening and closing boot door and a finale of dry leaves blasting from the bonnet. But in case the audience misses some of the action in this lively sequence, it plays again; but this time in slow motion, accompanied by the cheerful soundtrack, it is now possible to take in all the colourful and playful details of this imaginative yet rigorous testing and the promise of its 7 Year Guarantee.

Tell the jury about the choice of music track.

The choice of music was central to the film to give balance to the chaos and bring a human touch to the scenes. Also we wanted to add a track, that the listener could relate to in daily life, without using the voice-over. The agency found such a track with Buddy Holly's 'Everyday'. To give the classic track a more modern vibe, along the brand 's assets we re-recorded and revived Buddy Holly’s classic to the fresh sounds of a female singer songwriter. It was a challenge to keep the original tone and honest feel of the original. The music agency therefore chose Hattie Whitehead’s playful, honest vocals.