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Kia’s First Campaign Since UEFA Partnership Announcement Empowers Football Fans



Kia Motors has teamed up with agency Love + Money, production company Reelbase / Itchy & Scratch Pictures, and production service company Flatpack Films to launch an epic campaign to celebrate its new position as official partner of UEFA Europa League. The agreement will see the car brand sponsor UEFA for the next three years.

The high-octane campaign is a tribute to the legions of football fans across Europe. It shines a spotlight on their unwavering commitment, regardless of which team they support. The anticipation-filled opening captures their ritualistic preparations as fans, young and old, gear up for the big game by donning their team colours. The roar of the crowd is contrasted with the hushed silence on the pitch, and the pumping soundtrack escalates as we see city squares and streets packed to the brim with supporters. The film ends with Kia announcing its mission to empower the fans as the new official partner of UEFA.

The one-minute film was shot entirely in Budapest, featuring locations such as Liberty Square and Heroes’ Square, aside from additional pre-shot footage. It relied on the expertise of Budapest-based Flatpack Films for its specialised knowledge of the city. With this latest project, Flatpack Films reprises its partnership with production company Reelbase / Itchy & Scratch Pictures, with whom it has completed previous spots for Kia, as well as for Samsonite and Canon.

Zita Kisgergely, Owner and Executive Producer at Flatpack, comments: “We delivered on complex production demands to bring this ambitious project to life. Working in a full-service capacity, we utilising our insider understanding of the local area to scout locations, secure permits, and coordinate casting and equipment rental. Working closely with Director, HanGi, and DoP, HanVit, we secured streets, residential buildings, and large open squares that were not only aesthetically in line with the creative but also logistically viable. The last-minute addition of a football stadium to the brief required us to be reactive, but we rose to the challenge and were able to find a solution. As always, it was a pleasure working with Executive Producer, Kris, and his team at Reelbase / Itchy & Scratch Pictures. We’re proud to have been a part of this incredibly project.”

The 60-second film is now live on Kia’s social channels and is supported by 30-second cut downs.

Credits:
Advertiser: Kia Motors
Agency: Love + Money
Production Company: Reel Base / Itchy & Scratch Pictures Australia
Executive Producer: Kris Kim
Director: HanGi Ko
DoP: HanVit Kang
Production Service Company: Flatpack Films
Executive Producer: Zita Kisgergely


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Smith Brothers Agency Wins DiBella’s Subs and Launches Fresh, New Ad Campaign



Smith Brothers Agency is now the agency of choice for DiBella’s Subs after a competitive pitch among multiple agencies. AJ Shear, DiBella’s Director of Marketing, cited the agency’s experience in the restaurant category and clear insights into differentiating the DiBella’s brand as key factors in the choice for Smith Brothers.

A digital ad campaign for Rochester, NY-based DiBella’s will launch on June 3rd across digital platforms including programmatic display, Youtube pre-roll video, Facebook, Instagram, paid search and Yelp.

The campaign photography was shot in Smith Brothers’ in-house production studio, Foothold Studios, where they were deliberately authentic and avoided over-styling the subject: subs, chips and drinks. The final assets include static and animated video.

The new campaign adopts a refreshingly frank tone, feeling like the guy behind the deli counter might be speaking to you as he makes your over-sized sub with headlines like, “Sure we have salad, we just recommend it between slabs of our fresh-baked bread,” “Yep, we’ll cut your sub, but we’ll never cut a corner,” and “You are entering a kale-free zone.” The tagline is a clever mnemonic for the brand promise - “DiBest since 1918.”

“Subway has value covered. Jimmy Johns is freaky fast,“ said Smith Brothers co-founder, Lindsey Smith. “DiBella’s has a better product. It’s old school. With outstanding, fresh-baked rolls that are piled high with quality ingredients, DiBella’s subs are all about really enjoying the food.”

“We saw an opportunity to reject the perfectly styled subs you see in a lot of sub shop ads and depict DiBella’s in a refreshingly authentic fashion,” said Bronson Smith, who with his brother, co-founded the agency.

ABOUT DiBELLA’S SUBS
Founded in 1918, DiBella’s is a restaurant chain based in Rochester, New York, with 47 locations in New York, Pennsylvania, Ohio, Connecticut, Michigan, and Indiana. The restaurant chain first began as a family owned and operated delicatessen in the city of Rochester and opened its first sub shop in 1998.

ABOUT SMITH BROTHERS
Smith Brothers is a digital-forward, performance-based marketing communications agency. The agency’s experience includes launching innovative campaigns for category leaders, challenger brands and start-ups. Clients include Nestle, Premier Nutrition, Mezzetta, Spangler Candy, Nonni’s, Rivendale Farms, and Truwhip. For more information, visit www.smithbrosagency.com.

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