| Title | 7 YEARS IN 7 SECONDS |
| Brand | KIA |
| Product/Service | PROCEED (GT-LINE) |
| Category |
G02. Challenger Brand |
|
Entrant
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XXS AMSTERDAM, THE NETHERLANDS
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|
Idea Creation
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XXS AMSTERDAM, THE NETHERLANDS
|
|
Production
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GLASSWORKS Amsterdam, THE NETHERLANDS
|
Credits
| John de Vries |
XXS Amsterdam |
Creative Director |
| Anne van Andel |
XXS Amsterdam |
creative |
| Siebe Kruize |
XXS Amsterdam |
creative |
| Joram Helmer |
XXS Amsterdam |
Strategy 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 |
| Scott Harris |
Glassworks Amsterdam |
Colorist |
| Paul O’Callaghan |
Glassworks Amsterdam |
Director Of Photography |
| Lauren Becker |
SkipRope |
Producer |
| Kerstin Kambier |
SkipRope |
Producer |
| Ben Putland |
Glassworks Amsterdam |
Editor |
| 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.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
All cars go through the same windtunnel - and all cars are starting to look alike more and more. And is seems the same principle applies for the communication of automotive; every brand looks the same; cars on twisty mountain roads, close-ups of the interior, and of course some shots of young people and or families having the time of their lives - while showing the car in an some urban environment.
Kia challenges this dogma in its own way with a concept that is ownable only for Kia; 7 years of life happening to and with your car. Not by showing (as the category would do) a family or group of friends using their car for seven years, but by showing seven years in a new concept that challenges the conventional way of car advertising.