Kia has been spreading holiday joy to sick kids in hospital with an immersive experience that transports them straight to the North Pole in a Kia electric vehicle.

The campaign, part of Kia’s year-end sales event “Season of Giving Back” campaign, was created by David&Goliath, in partnership with St. Jude Children’s Research Hospital in Memphis. The team commissioned Nexus Studios directors Factory Fifteen, who constructed a a virtual set 50 feet in diameter and 10 feet high, comprised of 296 curved LED screens around a Kia EV6 inside St. Jude Children’s Research Hospital. The vehicle was equipped with four independent hydraulic compressors to gently lift and lowerit to make it feel like it was driving through a magical winter landscape, flying through the sky, and landing on the North Pole.

“We were partly inspired by ‘The Way Home For Wolf’ children's book; in that taking us on this journey were several festive animals that travel with the children in a relay race, through snowy landscapes filled with snowflakes, to snow-filled forests, to above the clouds and into the star-filled night sky, before helping us find the North Pole,” said Paul Nicholls of Factory Fifteen in a statement. “Designing this journey and seeing it light up the car through the immersive LED stage, was nothing compared to seeing these brave children's faces light up with glee. It was a joy to work with David & Goliath and Kia, in what has become a heartfelt career highlight.” 

The experience was captured in a film, seen here, running on TV and social media; the campaign will also feature broadcast radio, out-of-home, print, point-of-sale and social media extensions.