INSPIRING BILLBOARDS

TitleINSPIRING BILLBOARDS
BrandKIA MOTORS CORPORATION
Product/ServiceKIA BRAND
Category B02. Outdoor
Entrant INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Idea Creation INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Production MARSHMALLOW LASER FEAST London, UNITED KINGDOM
Credits
Name Company Position
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

Tell the jury about the art direction.

The art direction of The Inspiring Billboards is heavily connected to the scientific insight behind its core idea, that using real movements in nature can inspire the viewer. Natural elements such as water, earth and air inspired the overall look and feel of the visuals. The fractal patterns produced by these movements were used to develop the animated visuals. The texture of these patterns was maintained, resulting in a fractal like consistency throughout each animation. Essentially the art direction followed the science and the lab tested to give us the visuals that were most proven to inspire. Kia’s new brand design also played a big role in the development of the art direction. It was important that the brand’s new visual identity was implemented through the art direction of the campaign, as the OOHs were used to announce and introduce the new Kia brand.