INNOCEAN Berlin and DaHouse create synthesizer that is scientifically designed to inspire you for new Kia campaign.

May 2022 | Berlin

Continuing Kia’s mission to inspire their target audience through movement, creative agency Innocean Berlin have collaborated with DaHouse Audio to take this idea even further.

Exploring various sources of inspiration, the agency focused on music: an inspiring art form that’s strongly linked with movement and appeals to Kia’s new target audience.

Innocean recruited Katherine Templar Lewis, a Creative Neuroscientist and Futurist, to help explore what effects sounds and music have on the brain.

This led to the insight that the sounds of movement found in nature such as beach waves, grass blowing in the wind and rainfall, create what is known as ‘pink noise’, a sound frequency that is very effective at eliciting the flow state. A mental state which helps to trigger inspiration and creativity.

With the help of DaHouse Audio the sounds of movement in nature were captured all over the world and turned into a special synthesizer.

Lucas Mayer, DaHouse Audio:

“Pink noise is the sound of nature, the sound we hear when in the middle of the forest or when listening to a river running. To create the instrument, we recorded sounds such as the Cheonggyecheon river in Korea; winds in the Sahara Desert; beach waves in Scotland; birds and rain falling in the Amazon rainforest.”

Katherine Templar Lewis, Creative neuroscientist & Futurist:

“Pink noise echoes with the frequencies of nature and it’s one of the most powerful sounds that we know. Science has proved how our brains are evolved to respond to these frequencies positively.”

After successfully testing the effects of the Kia instrument on people’s brains using EEG equipment, the synthesizer was used to create Kia’s entire sonic communication: including their new sound logo, feature sounds in new Kia vehicles, as well a four-track album created by WAVE, the first artist to exist entirely in the metaverse.

But the project doesn’t stop there, the instrument has been made available to everyone as a downloadable VST Plugin to inspire and encourage creativity around the world.

Users can play the instrument on desktop, and with professional recording software.

Kia have also partnered with next-generation entertainment company, SoundCloud, to bring fans the full Kia instrument experience and inspire artists around the world. The partnership features music from emerging artists created with the synthesizer, a podcast telling the story behind Kia’s sonic journey exclusively on SoundCloud,  documentaries that explore the link between movement and creativity, and a contest giving artists the opportunity to be featured in a global ad campaign and win 5,000 USD.

Gabriel Mattar, European CCO Innocean Berlin:

“We wanted to make ‘Movement that inspires’ more than just a campaign claim but something tangible, something that could really inspire people and help bring their ideas to life. And this new instrument does that. Not only does it allow you to create your own music, but it is also scientifically proven to inspire you.”

 

More recent stories

Genesis GV60: a new light in the EV world

When was the last time you saw the world in a new light? With this thought-provoking question, the South Korean premium car brand Genesis and their lead creative agency Innocean Berlin team up to launch the new all-electric GV60. Visit ...

Worldwide campaign demonstrates why your nudes aren't safe with anyone, not even your parents

1 in 3 teens have seen non-consensually shared nudes. To mark International Missing Children’s Day, AMBER Alert Europe, non-governmental organisations (NGOs) in the field of child protection, and law enforcement officers from around the globe launch a new campaign with the motto ‘THINK BEFORE YOU SHARE’. Visit ...

Glorified shoemakers: About self-respect in advertising

“Why did you do it?" “What got you into it?” Whenever I pose these questions during the interview, I wonder why they have the air of an accusation. Explain yourself, why did you end up selling your soul to the gods of advertising? Visit ...

The new Kia Sportage campaign takes you on an endless journey of inspiration.

Together with its agency of record Innocean Berlin and production company BGWTBLD, the Korean car maker is launching the “Built for Endless Inspiration” campaign, starring the Paris-based artist Taisiia Cherkasova behind the wheel. Visit ...

Why is a firefly photobombing influencers across Europe?

Vivo, the fourth largest smartphone brand worldwide, has entered European markets little more than a year ago. Within this short period, vivo has launched a number of smartphone models partnering with key European retailers and operaters and is growing successfully. Visit ...

Anne Frank House presents: The Bookcase For Tolerance.

Once built to protect lives, now a digital tool to educate about modern day intolerance. Visit ...

Hyundai creates a visual metaphor to show what driving its new e-SUV feels like

Hyundai’s electrified family keeps growing with the launch of its new entry model into the SUV segment: the all-new BAYON. Together with celebrated film director Tino (best known for the Cannes Lions Grand Prix “100” for Leica), Stink Films, BAM photographers, and Innocean Berlin, the Korean car maker gives us an unexpected insight on what it feels like to drive their new B-segment SUV. Visit ...

'Free Diver’ spot highlights brand's ‘We Come to You’ offering

To launch the Korean luxury automotive brand Genesis in Europe, Innocean Berlin took an alternative road. A campaign that instead of celebrating cars, celebrates time well spent. Dominic Chambers, head of marketing and communications, Genesis Motor Europe, says: “Genesis is a unique automotive brand and ‘Free Diver’ reflects that. Visit ...

Hyundai’s IONIQ 5 helps you power what means the world to you

Hyundai is presenting its first purpose-built all-electric car: IONIQ 5. Made for people with a modern mindset, who strive to get the most out of life and constantly find ways to empower themselves, their careers, and their families. This go-getting attitude towards life is in the centre of the campaign created by Hyundai Motor Europe together with its lead agency INNOCEAN Berlin. Visit ...

Buckle up for N

The 24-hour race at the Nürburgring is a myth; it fascinates with exciting action, passion and the combination of demanding technical and human driving performances. N, the successful high-performance brand of Hyundai, and INNOCEAN Frankfurt have come up with a lot to share the joy and fun of the legendary event with the enthusiastic N community and a wide audience. Visit ...

Match Herceg is the new creative director at INNOCEAN Frankfurt

Match Herceg is full of fire for the upcoming projects with Hyundai and Kia in Germany. The two brands have strong momentum and offer attractive electrified models such as the Ioniq 5 or EV6. New business, of course, will also be welcome. Visit ...

Hyundai breaks the mould to promote the broadest range of e-SUVs in Europe

Hyundai is leading the race to electrification and its family of electrified SUVs is here to prove it. To promote it, the Korean car maker teamed up with Innocean Berlin, acclaimed director Sebastian Strasser and Oscar-winning cinematographer Linus Sandgren to create a campaign that shows what goes into the making of extraordinary. Visit ...

Eurobest awards INNOCEAN Berlin with 3 Grand Prix and Agency of the Year in Germany

Innocean Berlin writes history: the first agency in Germany to win 3 Grand Prix at Eurobest. Visit ...

INNOCEAN Completes Acquisition of Global Digital Company Wellcom Group

INNOCEAN Worldwide has completed the acquisition of a global digital company Wellcom Group, which is the Korean agency’s biggest acquisition since establishment. Visit ...

INNOCEAN Worldwide appoints Havas Media Group as the media agency for Hyundai and Kia in Europe

The incumbent media agency will keep, after a competitive review, the media mandate from Hyundai and Kia for Europe, Russia and Turkey. Visit ...

Machine 'affected' by Parkinson’s Disease creates unique art pieces

Kinetic and neurological data from Parkinson’s patients used to create distorted 3D-printed versions of beloved objects. The art collection visualises the disease’s impact on patient’s lives. Visit ...

Sony BRAVIA brings a raging river to a desert

To promote the AG9 series BRAVIA OLED 4K HDR TV with Acoustic Surface Audio+ – a technology which produces sound from the screen itself – Sony’s newly appointed agency INNOCEAN found a clear answer: water. Visit ...

INNOCEAN Europe wins the Automotive Brand Contest with their Kia Stinger Campaign “Long Live Driving”

The pan-European launch campaign from INNOCEAN Worldwide Europe as strategic and creative lead agency and Herren der Schöpfung as digital agency won in Campaign category. Visit ...

INNOCEAN Worldwide brings more creative power to Europe

A little less than three years after joining INNOCEAN as Global Chief Creative Officer, the multi-awarded and former DDB London Creative Chief Jeremy Craigen appoints Gabriel Mattar and Ricardo Wolff to lead INNOCEAN European operation. In order to support the new creative leadership team, INNOCEAN brought alongside Mattar and Wolff a tight-knit international group of people responsible for winning more than 1,200 awards in the last 15 years, including Cannes and Effie’s Grand Prix. Visit ...

CONTACT

Leticia Rial
Director, Corporate Strategy & Business Planning
l.rial.ungaro@innocean.eu