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Kia: The Game Must Go On
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As America gets ready for the Big Game, Kia Motors directs its focus on a segment of the nation’s population singularly impacted by the pandemic – America’s high school football programs. As an extension of its 'Accelerate The Good' brand purpose initiative, Kia will be making a number of donations to high schools across the U.S. that are most in need. The campaign, titled 'The Game Must Go On', created by David&Goliath, will kick off with the first of them: a $50,000 donation to Woodrow Wilson High School in Camden, New Jersey. In the autumn of 2020, the Woodrow Wilson Tigers were forced to suspend their season due to budget cuts and social distancing mandates, which left their 68 players without a season. 'The Game Must Go On' includes a :30 video that tells the story of football programs across that country that have been hit hard due to the pandemic. 'The Game Must Go On' represents Kia’s far-reaching commitment to continue to give back to America’s youth, a commitment that began in 2019 with the launch of the Great Unknowns Scholarship program established to help young people in need get a foothold in higher education. And continued into 2020 with two separate $1 million donations to organisations that support America’s homeless youth population. Additional elements of the campaign include social and digital videos. And, in the spirit of capturing stories that inspire and give hope, from high school football fields to the great outdoors, Kia debuts the final :30 spot in 'The World’s First Storytelling Machine' campaign, titled 'The Bear & The Eagle'. Featuring the 2021 Kia Sorento, 'The Bear & The Eagle' is a captivating illustration of the stories that can be found when you have a story generating SUV and the many surprises along the way.
Founder: David Angelo Related |
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