Brief Explanation

The objective of any new car launch campaign is always to increase the awareness of the newly launched product name. In this case, we decided to use an already popular movie which shares the same title with our product. What if Kia Rio meets the Rio characters from 20th Century Fox? The movie “Rio” was released worldwide in the spring of 2011, and became a great hit. In this project, Kia and 20th Century Fox did not engage in any financial transaction over the use of the Rio characters. Instead, Kia offered to use these characters in its car advertisement with the announcement of the DVD & Bluelay release of the movie and 20th Fox accepted it for the creative. We found that the key item is mashing up and recreating most popular videos on YouTube. we investigated all scenes in the movie in search for the scenes that we could match with the car Rio. We took the characters out of these selected scenes. More than 80 designers clipped animations of characters from each frame. After that, we re-composed this separated source with the Rio car images and the background 3D modeling source. The entire process took 30 days.