FIFA partner and official automotive partner Kia acted its rights around the 2022 Men’s World Cup with the late October launch of ‘Every Four Years’ – an integrated campaign based around World Cup rituals from all around the globe.
Created with agency Innocean (Berlin), the activation celebrates Kia’s FIFA partnership by paying tribute to all the inspiring moves – big and small – fans make during the World Cup.
The work, which aims to strengthen the brand’s ‘Movement That Inspires’ ethos ahead of Qatar 2022’s 20 November, was led by a main film called ‘Every Four Years’ which takes viewers on an emotional journey through different parts of the world showcasing various supporter rituals.
The car company’s hero Qatar 2022 film, helmed by Director Salomon Ligthelm and produced by Stink films, was supported by a trio shorter spots, stories and posts focused on honouring the unique ways supporters express their fandom.
The assets and executions, which will also include OOH and in-stadium strands, drive consumers online to find out more about Kia and its World Cup work at https://worldwide.kia.com/int/worldcup where it hopes it ignite an online movement..
“We believe that the FIFA World Cup 2022 is a huge cultural movement beyond just a sports event,” explained Kia Marketing Communications Team Lead Jungwook Wi. “Like our campaign message ‘Inspiration, it’s in all of us,’ we hope that people of all ages and backgrounds will discover new inspiration in their lives as they take part in the exciting moments of the World Cup.”
Innocean Berlin ECD Ricardo Wolff added, “We’ve waited a long time to launch this global campaign, four years to be exact. And that’s what our concept celebrates: the awesome feeling that overtakes everyone, not just hardcore fans, during the FIFA World Cup. Suddenly that old dusty flag is hung by the window and those “lucky” pair of socks are worn during the match. We’re basically reminding people how inspired they feel by a sport that’s not just a sport, but a movement. And these are two things that KIA knows very well: movement and inspiration.”
The campaign was created for a Kia client team led by Communications Manager Jungwook Wi and Manager Jae Yoon Jung by a group at creative agency Innocean Worldwide Europe which included Chief Creative Officer Gabriel Mattar, Executive Creative Director Ricardo Wolff, Creative Director Sebastian Pattis, Creative Director Jack Christensen, Art Director Konstantinos Alexandrakis, Copywriter Rowan El Goweiny, Strategy Director Jörn Ballentin, Chief Operating Officer Jonathan Hill, Business Director Mark Preston, Account Manager Jungmoon Kang and Producer Allison Markert.
Production was run by Stink Films with Director Salomon Ligthelm, Director Of Photography Olan Collardy, Executive Producer Martina Lülsdorf, Producer Isabel Kast,
Line Producer Michael Tettenborn, Project Manager Corinne Ahrens and Coordinatorf Florian Hülbig.
Post production and VFX was by Slaughterhouse with Editors Carla Luffe, Nik Kohler, Carla Luffe and Nik Kohler, as well as Blacksmith NY Colourist Mikey Pehanich, while music and sound was handled by MassiveMusic Berlin and Amsterdam.
Comment
Kia and sister company Hyundai’s joint FIFA partnership and official automotive sponsorship stretches from 2007 to 2022 and, as well as its activation programme, sees the auto brand supply official vehicles from its model line-up to FIFA.
Kia places sports sponsorship at the heart of its marketing mix through official tie-ups with other major rights holders such as UEFA, the NBA and the Australian Open and its previous World Cup work included its Russia 2018 activation with sister company Hyundai.
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