| Title | INSPIRING BILLBOARDS |
| Brand | KIA MOTORS CORPORATION |
| Product/Service | KIA BRAND |
| Category |
C03. Data Visualisation |
|
Entrant
|
INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
|
|
Idea Creation
|
INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
|
|
Production
|
MARSHMALLOW LASER FEAST London, UNITED KINGDOM
|
Credits
| Artur Martins |
Kia Motors Corporation |
SVP Global Chief Brand Officer & Chief Experience Officer |
| Kyungmi Lee |
Kia Motors Corporation |
Head of Global Marketing Communications |
| Gabriel Mattar |
INNOCEAN Worldwide Europe |
European Chief Creative Officer |
| Ricardo Wolff |
INNOCEAN Worldwide Europe |
Executive Creative Director |
| Jack Christensen |
INNOCEAN Worldwide Europe |
Creative Director |
| Teco deLuccia |
INNOCEAN Worldwide Europe |
Creative Director |
| Nicolas Holz |
INNOCEAN Worldwide Europe |
Senior Copywriter |
| Ana Conrado |
INNOCEAN Worldwide Europe |
Senior Art Director |
| Giovanna Pereira |
INNOCEAN Worldwide Europe |
Junior Copywriter |
| Seine Kongruangkit |
INNOCEAN Worldwide Europe |
Junior Art Director |
| Marcus Wetschewald |
INNOCEAN Worldwide Europe |
Producer |
| Alessia Bellini |
INNOCEAN Worldwide Europe |
Account Director |
| Michael Dunker |
INNOCEAN Worldwide Europe |
Digital Account Director |
| Benjamin Merten |
INNOCEAN Worldwide Europe |
Account Director |
| Carlos Suárez |
INNOCEAN Worldwide Europe |
Editor |
| Barney Steel |
Marshmallow Laser Feast |
Director |
| Ersinhan Ersin |
Marshmallow Laser Feast |
Director |
| Ulla Winkler |
Marshmallow Laser Feast |
Creative Producer |
| Katherine Templar Lewis |
Scientists |
Creative Scientist and Futurist |
| Richard Taylor |
Scientists |
Professor for Physics, Psychology and Art |
| Beatriz Calvo Merino |
Scientists |
Cognitive Neuroscience Reader & Collaborator |
Describe the creative idea
We created a series of visuals that use real movements in nature which are scientifically proven to increase the alpha waves in the brain, making you calmer, more focused, and more engaged. The visuals were created in collaboration with neuroscientists and the art collective, Marshmallow Laser Feast. The team tracked the movements of different natural elements such as sand shifting, ocean waves and a dancer moving through the air. The fractal patterns created by these movements were used to develop neuroaesthetic animations. The final animations were lab tested of participants proving that they brought people closer to a creative state of flow.
Describe the execution
The neuroaesthetic animations were created by enhancing real movements in nature that are scientifically proven to help bring people closer to a state of creative flow. Such as ocean waves that stimulate the visual cortex, fractal patterns on land that evoke a calm state that is crucial for creating flow and movement of the human form that creates a sense of embodiment, presence, aesthetic and affective pleasure. These animations were then lab tested on participants, to confirm the scientific hypothesis. The final animations were first unveiled during Kia’s new brand showcase and then installed as digital OOHs all over the world, from Stockholm to Seoul.