Title | KIA- TWO LITTLE FEET |
Brand | KIA MOTORS INDIA |
Product / Service | KIA MOTORS |
Category | A05. Use of Original Composition |
Entrant | INNOCEAN WORLDWIDE COMMUNICATION New Delhi, INDIA |
Idea Creation | INNOCEAN WORLDWIDE COMMUNICATION New Delhi, INDIA |
Name | Company | Position |
---|---|---|
SM Talha NAzim | Innocean Worldwide Communication Private Limited | Sr. Executive Creative Director |
Jeremy Craigen | Innocean Worldwide Communication Private Limited | Global Chief Creative Officer(CCO) |
The root of the idea was to embody the unfettered passion for the game – that only children are untamed enough to feel, experience and act on. The devout fervour with which they are focused on only their love for the game, to the exclusion of all other things was the core theme driving the direction of the ad.
Instead of a film, we made a music video showing a game. Hence instead of showing an ad that would break the tempo of the FIFA football matches, we converted the communication piece into a game itself so that fans would love to watch a game within a game. Without skipping.
The film was so loved that FIFA itself cross-posted the film on their fb page. Also, it became the 4th most viewed YOUTUBE video during the FIFA World Cup in Russia according to Business Insider Singapore. The rest were all match highlights. A big achievement.
We believe that the music u beautifully captures the passion for football that Indians have. It reflects the mood of the streets, cities and rural areas of India. It's high on adrenaline and captures the bolted up emotions that young Indian soccer players and fans have for a sport that is trying to find its own ground.
Kia has still not been launched in India. The strategy was to leverage the occasion of FIFA 2018 since Kia is an official partner. During the game, we saw a lot of Kia billboards on the ground and this film was used to further highlight Kia as a young, passionate brand in a manner that'll catch the emotions of the brand and the game.