IT WON'T BE A SECRET FOR LONG
A mime panics. A dog facepalms. A half-shaved guy runs barefoot.
All because of the new XCeed.
A fresh and daring design, still a secret to us all.
Kia called us up one day with the monumentally exciting task to create an entire launch campaign for their new XCeed – a car with a fresh, daring design and performance that enables people to embrace all the thrills they find ahead of them.
To say the least, this was an important launch for the brand. Not only was it a totally new, never-been-seen-before model, it was also Kia’s initiation into the C-segment.
The Promo
To begin with, we teased the release of the XCeed through a promo film. In this story, shot by Daniel Azancot, we head to a top-secret warehouse where we see a cleaner get curious about what’s just arrived in a container. He discovers the new XCeed and manages to take it for a little joy ride, while evading the security guard’s eyes. Exciting times ahead, indeed.
The Launch
The next phase was our main launch where director Bryan Buckley helped us make a film of epic proportions.
In the story, we see the new XCeed being leaked through the media and see people from all walks of life doing whatever they can to get to the XCeed before anyone else.
Original music by DaHouse.
Six months later, we launched a follow-up campaign which didn’t stray too far from our main launch.
The aim was to remind the people who had been living under a rock that the new XCeed was out. In this story, we see a guy quickly realise everyone knows the new XCeed has been released, except for him.
Cue facepalms.
Credits.
Client: KIA Europe
Agency: Innocean Berlin
My Role: Art Director