The sunny streets of the Australian suburbia were overrun with more than a hundred movement artists all transformed into zombies.
Innocean has created an Australian zombie apocalypse world to showcase Kia’s range of electric vehicles with the aid of international director, Francois Rousselet from Division.
With scores of EVs entering the Australian market, Innocean tapped the zombie genre to increase awareness of Kia’s new range of EVs. To do this they had to ask some out of this world questions - what would everyday life in Australia be like during a zombie apocalypse? How would we pop off to the shops, keep our drinks cool, or find our way around?
Kia answers these questions in a tongue in cheek manner, as they show that the EV5 and EV9 vehicles allow you to get on with life, even if you’re living in a world inhabited by zombies.
By heroing features such as Remote Smart Park Assist, Cooling Storage and Kia Voice Command, the protagonists silently go under the radar and thrive in the post-apocalyptic world.
In his first work in this country and fresh from directing the latest John Lewis Christmas spot and films for A$AP Rocky and the Rolling Stones, the French director had a vision to show Kia EV drivers navigating a suburban paradise gone awry.
The narrative that features a 90’, 60’ and multiple 30’, 15’ and 10’ second edits, interweaving three apocalyptic storylines that all culminate at the epicentre of the campaign, a quintessentially suburban Australian shopping centre – Jacaranda Plaza.
Brought to life in meticulous detail, a trademark of his previous work, the sunny streets of the Australian suburbia were overrun with more than a hundred movement artists all transformed into zombies.
Kia Australia GM of marketing, Dean Norbiato, said Kia is again backing creativity as a key player in its marketing strategy.
“A zombie apocalypse set against sunny Australian suburbia is a pretty unique creative playground to showcase Kia’s EV range in a genuinely entertaining way,” he said.
“We wanted to capture that laid-back Aussie spirit and ingenuity and distinctively showcase the role our range of electric vehicles, and their features, would play in a fantasy zombie world.”
Innocean CDs Nick Cole & Pat Allenby said as the EV market grows, so too does the ambition of Kia to deliver truly bold and unexpected work.
"With the masterful direction of Francois Rouselett and the ridiculously hard work of the team around him, we’ve created a campaign that aims to entertain, underpinned by the news that Kia now has a complete range of EVs," the duo said.
Talent in the campaign was headlined by Australian actors and actresses Luke Arnold, Tess Haubrich and Chloe Zuel, with the campaign also including a special guest appearance from Jamie Durie, as he contorted and gave the best ‘zombie tradie’ performance of his career.
Credits
Client: Kia
General Manager – Marketing: Dean Norbiato
Brand Manager: Brendan McGrath
Social Media and Content Coordinator: Denisha Philipthas
Digital Marketing Manager: Tim Manning
Retail Marketing Assistant Manager - Fion De Silva
Marketing & Facilities Co-ordinator - Brígh Robinson
Agency: Innocean
Produced by DIVISION
Director François Rousselet
MD | Executive Producer Geneviève Triquet
Producer Melissa Weinman
DOP Simon Duggan
Production Designer Michael Iacono
Costume Designer Matt Stegh
Key Makeup Hair Mat Hornby
Casting Director Danny Long Casting
Editor Adam Wills
Post House MATHEMATIC
Executive Producer & CEO Guillaume Marien
Executive Producer Jade Schiff
Post Producer Nicolas Bianchi
Supervisor VFX Thomas Dairain
Colorist Arthur Paux
Music and Sound by MassiveMusic
Sound Designer: Simon Kane
