“Movement that inspired”, that is, the movement that inspires, is the slogan of Kia For years, but the brand considers that the idea that underlies it may not have reached all people properly. To solve it, he has performed the “Soundscapes” action, a technological experiment with which he claims to have transformed, thanks to artificial intelligence, landscapes in sounds For people with visual disabilities.

The objective has been the capabilities of the Adas driving assistance system (Advanced Driver Assistance Systems) of the KIA EV9, and make it capable of Recognize all landscape elements that surround the vehicle.

To do this, he has collaborated with the creative agency Innocean Berlin and with the creative programmer Harald Schaackof the experimental platform Grotesk Group. The music producer has also participated in the project Wonder Bettin, of Dahouse Gmbh.

The experiment, based on different technologies, has encoded the natural elements of the landscape in specific sounds based on the idea that Certain bells evoke perceptions of size, texture and movement. In addition, the system is able to change the rhythm in each turn, accelerating the music when the car does. Kia has tested technology in two experiments with blind people, who have traveled different landscapes enjoying sound.

In the case of Anne, the objective was to make her reconnect with her travel experiences before losing her sight. And as for Danny, a passionate about music, Kia’s idea was to offer him a new perspective of movement after a lifetime without seeing. In both videos the brand manages to tangible its slogan in a real accessibility proposal.
The campaign has had Primo Content and Panorama Sur TV,

“In Kia we believe that the movement inspires ideas, so we wanted to offer passengers with visual disabilities the opportunity to experience the world differently”, Explained David Hilbert, Marketing Director of Kia Europe, in a statement.“With ‘Soundscapes’ we explore the power of technology to break down barriers and build a more inclusive and accessible world.

The campaign has already been activated on the YouTube channel of the brand for Europe, and in a specific web section to house all its information. Here, Kia incorporates two other videos with the experiments of Anne and Danny, but projected in the first person to recreate your experiences with the ADAS system interface.

“Soundscapes” combines technology and art, starting from the idea that mausic activates the frontal cortex in blind peoplestimulating areas used for vision and shaping your experience in the world. “Has unlimited potential to inspire forms never seen“The music producer Wonder Bettin said.”Wake up the imagination through the ear, like no other meaning, offering new perspectives about what we already know”

With this campaign, KIA reinforces its commitment to accessibility and is positioned as an authentic brand and connected to the real needs of consumers. The initiative also helps highlight the functionalities of vehicles and the application of technology to driving experience.

More info: “Soundscapes”