How Innocean Berlin and Kia Created an Immersive Experience ‘Kia Soundscapes’ for the Visually Impaired

In a world where creativity meets technology, few campaigns manage to blend emotion, inclusivity, and innovation as seamlessly as Kia’s latest experiment, Soundscapes. Developed in collaboration with Innocean Berlin, Soundscapes reimagines the road trip—not just as a means of travel, but as a profound sensory journey. At its core lies a simple yet powerful belief: movement inspires ideas. And this belief has been brought to life through a pioneering fusion of AI, music, and purpose-driven creativity.

A Vision of Inclusion and Innovation

Kia has long embraced the philosophy of “Movement that Inspires,” but Soundscapes takes it a step further—by making inspiration accessible to those who experience the world differently. Designed specifically with visually impaired passengers in mind, the initiative explores how movement, translated into music, can create a meaningful and immersive connection to the surrounding world.

“At Kia, we believe movement inspires ideas, so we wanted to give visually impaired passengers the opportunity to experience the world differently,” said David Hilbert, Marketing Director at Kia Europe.

The idea? Let the car interpret the landscape through sound, allowing passengers to hear the beauty they can’t see.

Turning Landscapes into Sound

The project begins with technology. Using the advanced driver-assistance system (ADAS) in the Kia EV9, the team at Innocean Berlin captured the nuances of the terrain—the rolling hills, sharp curves, wide-open skies, and everything in between. These data points were then fed into a custom AI system designed to translate visual elements into musical compositions.

To realize this vision, Innocean brought in Harald Schaack, a creative coder from grotesk.group, to engineer the AI, and Wonder Bettin, a music producer from DaHouse GmbH, to craft the audio experience. Bettin assigned musical timbres to different natural elements based on their perceived size, texture, and motion. For example, a dense forest might be represented by low, layered harmonies, while a mountain peak might translate into a soaring string section.

“Music holds limitless potential to inspire in ways previously unexplored,” Bettin explained. “Through hearing, it awakens the imagination in ways other senses cannot, offering fresh perspectives on familiar things.”

The Human Element: Real Stories, Real Emotions

To bring Soundscapes to life in a way that resonates beyond the realm of tech, Kia invited two individuals with vision loss to join a road trip across some of the world’s most breathtaking landscapes. As the car traveled, the AI composed a dynamic soundtrack in real time, enveloping the passengers in a rich, sensory-driven experience.

Their reactions—ranging from tears of joy to reflective awe—were captured in a series of short documentary films. These raw, emotional moments underscored the deeper purpose of the project: creating meaningful, inclusive experiences through technology.

“Kia Soundscapes allows people to experience the world in a completely new way,” said Gabriel Mattar, Chief Creative Officer at Innocean Berlin. “It embodies Kia’s philosophy of ‘Movement that Inspires’ and reflects our dedication to innovation and creating meaningful experiences.”

Why This Campaign Stands Out

In the saturated world of automotive advertising, Kia Soundscapes dares to do something different. It doesn’t just showcase a car; it champions empathy, accessibility, and creativity in equal measure. Here’s why it’s one of the most compelling creative campaigns in recent memory:

• Purpose-Driven Creativity: The project isn’t just about innovation—it’s about making a real difference.
• Sensory Storytelling: It taps into music and emotion, creating a visceral connection with the audience.
• AI with Empathy: The use of artificial intelligence isn’t cold or robotic—it’s human-centric.
• Inclusive Brand Messaging: Kia is positioning itself as a brand that thinks beyond its product.

Key Takeaways for Marketers and Creatives

• Inclusivity is Impactful: Designing for underrepresented groups doesn’t just fulfill a social good—it results in deeply compelling storytelling.
• Tech + Emotion = Magic: When innovative technology serves an emotional or human purpose, the results are powerful.
• Brand Values Matter: Kia’s commitment to “Movement that Inspires” is more than a tagline—it drives action, experimentation, and connection.

Final Thoughts

Kia Soundscapes is more than a marketing campaign—it’s a testament to the power of creative technology to drive empathy and inspiration. By turning landscapes into music and offering new ways to experience the world, Kia and Innocean Berlin have crafted something truly unique: a journey not just of miles, but of meaning.

For marketers, creatives, and storytellers alike, this campaign is a bold reminder that when brands align innovation with purpose, the results can be unforgettable.

Credits
Client: Kia Europe GmbH
Advertising Agency: INNOCEAN Worldwide

This campaign is about:
Kia Soundscapes, Visually impaired experience, Inclusive travel, AI-powered, Car technology, Accessibility, Accessibility innovation, Kia EV9 technology, Soundscapes experiment

Navigating the world poses unique challenges for visually impaired and blind individuals, both indoors and outdoors. Despite the assistance of echolocation, walking canes, and service dogs, the harsh reality is that a staggering 95% of visually impaired individuals collide with obstacles while walking along roads. Additionally, 40% experience falls after hitting these obstacles, often resulting in injuries and fractures. At Volvo, we are committed to addressing these challenges and prioritizing the safety of visually impaired individuals by introducing Vision Mate – an innovative app that harnesses the power of LiDAR technology and artificial intelligence (AI).

Understanding the Challenge:
Visually impaired individuals encounter numerous obstacles in their daily lives, making navigation a daunting task. The risk of collisions and falls is significantly high, emphasizing the need for advanced solutions to enhance their safety and accessibility.

Volvo’s Commitment to Safety:
At Volvo, safety is a top priority. To address the challenges faced by visually impaired individuals, we have incorporated advanced features such as LiDAR technology in our cars for autonomous navigation. LiDAR, or Light Detection and Ranging, is a cutting-edge technology that uses laser light to measure distances and create precise, detailed maps of the surroundings.

Introducing Vision Mate App:
To further extend our commitment to safety, we are proud to introduce Vision Mate – a revolutionary app designed to harness the full potential of LiDAR technology combined with AI. Vision Mate aims to improve accessibility and safety for visually impaired individuals by providing real-time assistance in navigating their surroundings.

Key Features of Vision Mate:

• LiDAR Technology Integration:
  
  Vision Mate utilizes the power of LiDAR technology to create detailed, real-time maps of the user’s environment. This enables the app to identify obstacles and provide timely alerts to the user.
• AI-Powered Assistance:
  
  The app employs artificial intelligence to analyze the data collected by LiDAR and offer intelligent assistance. Vision Mate can recognize and interpret various environmental elements, providing users with information about their surroundings and potential obstacles.
• Customized Navigation:
  
  Vision Mate offers personalized navigation based on the user’s preferences and habits. The app learns and adapts to the user’s needs, making each journey a more seamless and safe experience.
• Emergency Response Integration:
  
  In the event of an obstacle or potential danger, Vision Mate is equipped to trigger emergency response mechanisms, ensuring a swift and effective response to keep users safe.

Conclusion:
Volvo’s Vision Mate app represents a significant step forward in enhancing safety and accessibility for visually impaired individuals. By combining the power of LiDAR technology and artificial intelligence, we are dedicated to providing a reliable and intelligent solution that empowers individuals with visual impairments to navigate the world with confidence. As technology continues to evolve, Volvo remains committed to pushing boundaries and creating innovative solutions that make a positive impact on people’s lives.

Credits
Advertising Agency (School): Miami Ad School, Madrid & Steinbeis University
Copywriter: Yash Bhut
Art Director: Ilu Shilpakar
Educational Instructor: Pranay Suri

This campaign is related to: –
Vision Mate, Visually impaired, Volvo LiDAR technology, Safety, AI-powered navigation, Volvo Vision Mate, LiDAR technology, Assistive technology, Volvo safety, Navigation, Volvo Vision Mate app, Artificial intelligence, Technology.

In today’s fast-paced world, where technology and innovation constantly shape our lives, it’s disheartening to see that traditional product branding often overlooks the needs of the 2.2 billion visually impaired individuals worldwide. Imagine the frustration of being unable to access essential information on product labels, risking incorrect dosages and feeling excluded from the broader conversation. Recognizing this challenge, Grey joined forces with Haleon, GSK’s consumer healthcare company, to introduce a groundbreaking solution – Access Codes.

Access Codes is not just a product innovation; it’s a commitment to inclusivity. Leveraging the power of barcodes on Haleon products, Grey, in collaboration with Microsoft’s Seeing AI app, transformed these barcodes into Access Codes. This revolutionary approach allows vital product information to be conveyed verbally, addressing the unique needs of individuals with visual impairments and ensuring equal access to healthcare information.

The journey toward accessible packaging didn’t stop there. Grey embraced an audio-first strategy, understanding that the target audience consumes information differently. By partnering with technology, healthcare, visually impaired lifestyle podcasts, influencers, and The Royal National Institute for the Blind (RNIB), Grey and Hill & Knowlton collaborated closely with Haleon to raise awareness about Access Codes.

A pivotal aspect of this campaign was the involvement of the visually impaired community, ensuring authenticity and resonance. The communications strategy included an original song, released on World Sight Day, and leveraged various audio platforms, including radio. To widen its reach, a visually impaired director collaborated on a music video, connecting with an even broader audience.

The impact of Access Codes has been nothing short of remarkable. Haleon’s brand trust now surpasses competitors, with 53% of consumers expressing a preference for the brand. Familiarity with Haleon has increased by 40%, making the brand synonymous with ‘making everyday health more accessible’ for a significantly larger audience.

The integration of Access Codes into the Seeing AI app has seen a tenfold increase in downloads, reaching an estimated 2.5 million people. The positive business outcomes for Haleon, reflected in its 2022 full-year report, include a 4.3% growth in price and a 4.7% growth in volume. Access Codes has not only generated over 547 million impressions but has also showcased its effectiveness, with 67% of these impressions being audio-based, illustrating its strong connection with the target audience.

In conclusion, Access Codes has not only broken barriers but has also set a new standard for inclusive and impactful product branding. It’s a testament to the power of collaboration, innovation, and a commitment to making healthcare information accessible to all.

Credits
Brand: Haleon
Advertising Agency: Grey, New York

This campaign is about: –
Healthcare, Visually Impaired, Product Branding, GSK Haleon, Innovative Barcodes, Microsoft AI, Grey, Inclusive Design, Healthcare Accessibility, Consumer Healthcare, Barcodes for the blind

Facing Emotions, the app, developed with the Polish Blind Association, uses the rear camera of Huawei’s Mate 20 Pro phone to read the emotion on the face of whoever the blind user is talking to, by analysing their expression using artificial intelligence (AI).
An offline machine-learning algorithm integrated into the phone identifies the main facial features of the interlocutor, including eyebrows, eyes, nose and mouth. It can then determine the positions about each other and identify the particular emotion.

The app translates these seven universal human emotions – anger, fear, disgust, happiness, sadness, surprise and contempt – into seven distinct sounds. The detected emotion is played through the phone’s microphone.
Blind composer Tomasz Bilecki created the sounds corresponding to each emotion. “The sounds I wanted to create needed to be specific for each emotion, and not distract users from their conversations,” said Bilecki.

The team aimed to make each sound short, concise and simple, in the hope that they won’t feel invasive in a conversation between two people, as well as being recognisable and easy to recall. Blind users tested the app, and their insights were incorporated into the design.
“Sound samples were tested by our team of blind consultants, who rated them as easy to remember and understand,” said Huawei.

“The Facing Emotions campaign embodies Huawei’s mission to bring new technology to everyone, especially those that need it most,” said Huawei consumer business group president Wang Tao.

Credits
Agency Network: Publicis
Production Company: TANK
Advertiser Brand: Huawei

This campaign is about:
Facial Recognition, visually impaired, AI, Huawei Facing Emotions, Technology, Innovation, Camera, Machine Learning, Artificial Intelligence, Blind

Credits
Agency Network: Serviceplan
Holding Company: Serviceplan
Production Company: Paulus Co. Ltd
Advertiser Brand: Dot Incorporation
Entrant Company: SERVICEPLAN GERMANY / SERVICEPLAN KOREA
Design Company: cloudandco
Global Chief Creative Officer: Alexander Schill
CEO: Eric Ju Yoon Kim
CDO: Jae-Seong Joo
CDO: Ki Sung
Senior PR Marketing Manager: Ahrum Choi
Global Partnership Manager: Jimin Ryu
Creative Director / CCO: YeongKyu Yoo
Designer: KiHwan Joo
Designer: YoungWoo Choi
Graphic Designer: Nara Ok
Creative Innovation Director: Franz Roeppischer
Creative Innovation Director: Lorenz Langgartner
Art Director: Saurabh Kakade
Art Director: Pedro Gropo
Editor: Dennis Fritz
Editor: Hendrik Sommerfeld
Artist VFX & Animation: Robert Csakvari
CEO: Julie Kang
Copywriter: Yoon Seo
Art Director: Jihyun Seo
Senior Account Manager: Yujin Ko
Account Executive: Yerim Kim
Executive Creative Director: Bill Yom
Chief Content Director: Jongpil Yoon
Client Service Director: Stone Kang
Producer: Kyungsin Kim
Director: Dahoon Chung
DOP: Yongsang Cho
Production Assistant: Kwak Yechan
Cinematographer: Sungjun Bang
Cinematographer: Gunyoung Oh
Line Producer: Jungtaek Oh
Corporate Communications & Brand Manager: Susan Kim
International Account Director: Diane Schulz

Tags:
Cannes Lions, D&AD Impact, Clio, Serviceplan Group, Visually Impaired, Dot Mini, Technology, Braille, Smartwatch, Innovation, Dot Braille Smartwatch

Credits
Brand: Galalite Screens
Campaign: #BeTheLite
Advertising Agency: Openspace Agency, Mumbai, India
Creative Director: Yusuf Lokhandwala
Copywriter: Priyanshi Shah
Graphic Designer: Ravindra Gurav
Director Of Photography: Nishant Kanekar

Note: This is Student specific Work

Credits
Campaign name: Blind Maps
Industry: Health and Wellness
School: Miami Ad School, Mumbai
Art Director: Mriga Suchdeva
Copywriter: Saloni Mittal

Tags:
Awareness Campaign, Technology, Futuristic technology, Innovation

The campaign seeks to deliver investor education messages through real-life human stories – stories of ordinary people who have had an impact on society and communities. Each of the stories is pegged to one investment pillar.

Speaking at the launch, Juzer Tambawalla, Director and Head – Marketing, Franklin Templeton Investments said, “These are stories about everyday Indians achieving something out of the ordinary. How did they do that? By having a goal, starting early, stepping up, staying resilient, seeking guidance and believing that it’s never too late to begin. We have sought inspiration from real-life individuals to draw parallels with each situation, in an effort to impart core values that we believe are instrumental while investing. Each story is an excellent example of how one can succeed by using these principles even with their own investments.”

Commenting on the launch, Balaji Vaidyanathan, Deputy Head – Marketing, Franklin Templeton Investments said, “The Reach for Better campaign draws inspiration from multiple dynamic backgrounds. It features a diverse set of individuals like a tech-savvy visually challenged person, a best-selling author who started as a domestic help, a successful transgender radio host who broke gender stereotypes, a young innovator transforming lives, an individual who revolutionized farming across the globe and a woman entrepreneur who triumphed against all odds. Each story is woven beautifully in a manner that talks about the importance of that tenet to one’s life, as well as investments.”

Talking about this partnership, Dhimant Parekh, CEO & Founder of The Better India says “As India’s only positive news platform, The Better India’s motto is to help the audience turn inspiration to impact. As a natural extension of this philosophy, The Better India and Franklin Templeton Investments have come together to tell stories about Indians who despite all odds have stayed true to their real purpose, reached for better, while making a massive impact in the lives of so many others.”

The first episode showcases the story of Kajal Brahmavar, the first transgender radio jockey from coastal Karnataka. From begging on the streets to becoming Karnataka’s first transgender RJ, Kajal’s journey has been nothing short of inspiring. Even though she faced a number of challenges in life and went through multiple highs and lows, she chose to stay resilient. Her never-give-up attitude is an inspiration for all.

It is this spirit of resilience that Franklin Templeton Investments and The Better India are celebrating through Kajal’s story. Whether in life or with your investments, staying resilient can help you #ReachForBetter.

The second episode in the series is the story of Shankar Chandrashekar – a 29-year-old techie who was born visually impaired and physically challenged. He works as an accessibility tester in a software firm, runs a YouTube channel that decodes the use of different applications for the blind, is a teacher for the visually impaired, and is also helping other people like him find the kind of freedom he has found.

Having left his hometown when he was just 3 years old, Shankar’s childhood may not have been the easiest but he consistently stepped up, faced all the challenges and learned to live independently. And now, with his never back down attitude, he is on a mission to help others like him also live an independent life!

About The Better India
The Better India is a disruptive tech-media platform that uses impactful storytelling to reach over 50 million people every month. We use the power of positive storytelling to showcase the journey of India’s most inspiring individuals. We drive our audience to turn this inspiration into impact! We are committed to showcasing constructive work being done in India and thereby advancing the impacted ecosystem at large.

This campaign is about:
Franklin Templeton Investments, Mutual Funds, The Better India, Storytelling, Blind, Visually Impaired, #ReachForBetter, Transgender, Radio, Reach for Better, Gender, Stereotypes, Best digital campaigns