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Kia / St. Jude Children’s Research Hospital: Holiday Joyride
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The end of the year marks a festive, feel-good time surrounded by love, happiness and gratitude. This holiday season, Kia partners with St. Jude Children’s Research Hospital to spread holiday joy to the kids in a most inventive way, by creating an immersive experience that transports patients straight to the North Pole without ever having to leave the hospital. Kia’s year-end sales event “Season of Giving Back” campaign, created by Kia and David&Goliath (D&G), leans into the season of giving by giving the children at St. Jude and their parents a real time, magical experience of the joy and wonder of the holidays. The activation was captured in the :60 spot titled ‘Holiday Joyride’ which launched on December 8th, where we are transported to a winter wonderland where the kids adventure on a fun-filled joyride that stirs smiling faces and gasps of excitement as they journey to the North Pole straight from the backseat of a Kia EV6. The spot brilliantly captures real reactions to the bright lights and sparkly skies during the filming of the full, enchanting activation. As an added treat, Kia will release additional footage and a recap of the experience including reactions of all the kids and parents on social media, also, beginning on the 8th. To bring it all to life, Nexus Studios, directed by Factory Fifteen, was enlisted to help by constructing a virtual set 50 feet in diameter and 10 feet high comprised of 296 curved LED screens around a Kia EV6 inside St. Jude Children’s Research Hospital. The electric vehicle was equipped with four independent hydraulic compressors to gently lift and lower the vehicle to make it feel like it’s driving through a magical winter landscape, flying through the sky, and landing on the North Pole.
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