“Share the Road” opens with the 2011 Kia Sportage careening through unpaved roads of dirt and mud, artfully handling even the most intricate turns and maneuvers to the pounding vintage garage band track “Shot Down” by The Sonics. As voiceover promises “enough innovation to make you feel safe and spoiled,” the sleek S.U.V. transfers to paved city streets. We cut to the driver inside effortlessly handling the powerful vehicle while the voiceover assures us that the Sportage is “perfectly capable of owning any road…” Just then, several bicyclists pull alongside the vehicle, revealing that they are filming the footage, as the voiceover adds: “But we prefer to share it.” As we pull out to a wide shot of the Sportage riding away down a city street, surrounded by bicyclists, the voiceover concludes, “Sharing: that’s how we can all drive change,” before resolving in the Kia logo and web address for their “Change” campaign.
Client: KIA; Title: “Share the Road” :30; Production Company: Rabbit at Radke, Toronto/NY; Director: +jacksonkarinja; EPs: Miriana DiQuinzio, Joby Barnhart; Producer: Gillian Marr; Agency: David & Goliath Canada, Inc.; Creative Director: Israel Diaz; Copywriters: Dave Barber, Greg Buri, Abeer Verma; Producer: Brie Gowans; Art Directors: Basil Cowieson, Mike LoNam; Editorial: Bijou Editorial, Toronto, ON; Editor: Ross Birchall
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More