Cannes Lions

The sound of the Soul

A-TONO, Milan / KIA MOTORS / 2016

Case Film
Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Description

Silence is the sound of the Soul EV, but we wanted to hear its voice through a flawless interaction between Ivanna Speranza, an emergent soprano, and the Soul’s true soul (the electronic control unit), to create a unique and unexpected test drive.

Execution

Launched during 2016 Geneva Motor Show in March, through Kia’s journalists mailing list.

Kia strives to keep its claim “the power to surprise” alive all year round, and wanted to highlight Soul EV’s technology, in a way that overcomes all prejudices against electric cars, considered by many “good but boring”. How the music is generated tells a lot about how humanity and technology can create something beautiful together.

Since the very first week, the video got full digital press coverage and reached a target keen on staying updated about innovation, tech and attention to the environment.

Outcome

Since the very first week, the video got full digital press coverage and reached a target keen on staying updated about innovation, tech and attention to the environment.

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