Kia decided to forgo a traditional sales event and in favor of helping others during the holiday instead, wanting to turn the Season of Giving into the Season of Giving Back. They wanted to lean on their tradition of helping others through their Accelerate the Good Program. One of the charities Kia frequently gives to is St. Jude, a children’s hospital that treats more than 8,000 kids a year for cancer and other life-threatening diseases. And many of them will spend their holidays there, away from home, friends, traditions, and extended families. Some may not be able to travel outside the hospital at all. So Kia asked us, how can we make a positive impact on the kids at St. Jude this year using Kia's strengths as an innovator? 

Kia’s Holiday Joyride took St. Jude Children’s Research Hospital patients on a magical road trip to the North Pole. Without leaving the hospital. 

Our goal was to give the hospital-bound children at St. Jude a bright holiday. So inspired by Kia’s tagline, “movement that inspires,” we created a fully immersive experience to be enjoyed from inside a Kia.  

 First, we built a wraparound, LED volume stage around a Kia EV6 parked on programmed hydraulics right on the hospital campus. Then from inside the car, custom 360-degree animation and directional sound transported the patients through a light tunnel personalized with their names, a colorful forest filled with reindeer, owls, and even flying narwhals, then through the northern lights as the car tilted back and emulated a flight to the North Pole. 

The children’s faces instantly lit up with sheer joy. Their surprise, awe, and excitement electric. The impact Kia made on these children was apparent. We not only gifted these families priceless holiday memories, but we were able to take their minds off cancer for a day and let them be kids.