8 cars. 13 features. 1 night. We took the most boring automotive category – instructional feature videos – and turned it into an action movie. And got recognized at The Webby’s award show along the way. With consumers stuck indoors during lockdown, yearning for escapism, we gave them a social campaign worthy of theaters.
Above is the 90-sec trailer if you don't have time for the 6-minute piece.
Below are the full-length 6 min version and the case study for the whole campaign, which encompassed Instagram, Facebook, and YT pre-roll, as well the long-form piece.
We marketed it like a movie, releasing teasers, a trailer, and Motion Movie posters (below), as well as Interactive IG polls. Meta regards it as a benchmark for the auto category. Watch the case study above.
GCD: Me, John O'Hea, ACD/CW: Chris Mead, ACD/AD: Kris Wong
SORENTO – With over 270 SUVs marketed and sold in the U.S., we needed a fresh slant to entice our younger millennial car buyers. Our lives are all about social currency built off the back of experiences. The idea was simple, what if we sold Sorento as a machine that helps you seek and capture shareable stories? Since the launch of the Sorento, Kia has not been able to keep up with demand.
GCD/Writer: Me / GCD/AD: John O'Hea / Director: Henry Hobson
As a teaser for the campaign, we created a first. We teamed up with the drone team from Beverly Hills Aerial to pull off a never-before-done, single-take drone shot. In it, our drone chased the Sorento up a mountain pass, then flew inside the moving vehicle, took a look around and then flew back out the other window. No hidden cuts, no CGI, no stitches.
GCD/Writer: Me / GCD/AD: John O'Hea / Director: Henry Hobson