INSPIRING BILLBOARDS

TitleINSPIRING BILLBOARDS
BrandKIA MOTORS CORPORATION
Product/ServiceKIA BRAND
Category C01. Use of Data-Driven Insight
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

Why is this work relevant for Media?

The Inspiring Billboards use media in an unconventional way, by creating a series of OOH that didn’t aim to sell a product but to scientifically inspire the viewer. This was achieved in an innovative way by using the scientific knowledge that movements in nature can help bring people closer to a state of creative flow.

Background

For the relaunch of their brand, Kia wanted to communicate their philosophy that movement inspires ideas. This was brought to life with a new slogan: ‘Movement that inspires’ and their new mission that everything they do should inspire people. Rather than simply announcing this to world, we decided to demonstrate it by inspiring our audience using a method that was scientifically proven.

Describe the creative idea / insights (30% of vote)

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 strategy (20% of vote)

With their relaunch, Kia’s goal was to reposition themselves globally through a new brand purpose that everything they do should inspire. This new brand purpose was aimed towards a new audience that is independent, confident, progressive and openminded. These values are all found in innovators and early adaptors, a target audience that are taste makers and trend setters, who also value authenticity. The development of The Inspiring Billboards was produced with this target audience in mind, by creating something that is innovative, scientifically inspiring but also tangible proof that movement can inspire ideas rather than just a gimmick.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

Test results showed that the animations left the viewer in a greater state of creative flow, proving the inspirational power of movement. A scientific study behind the campaign is ongoing with Dr Beatriz Calvo Merino at City University and Professor Richard Taylor at Oregon University hoping to continue their research into the impact of art and movement on the brain.

Describe the use of data, or how the data enhanced the campaign output

The use of scientific data was crucial for the development of the animations used in the digital OOHs. To develop each OOH a team of artists and neuroscientists tracked the movements of different natural elements such as sand shifting, ocean waves and a dancer moving through the air. The data obtained from the fractal patterns of these movements were used to develop neuroaesthetic animations that are able to help bring the viewer closer to a creative state of flow. The animations were lab tested on participants and the research data showed that the final animations used in the digital OOHs brought people closer to a creative state of flow.