Our idea enabled the target group to experience the effect of the KIA CEE’D’s ultra-bright, xenon cornering lights, which are linked to the steering mechanism. And we were able to do this without even needing an elaborate or expensive shoot. A graphic solution that was as simple as it was brilliant sufficed to create a surprising 'aha! effect' for the viewer. Using black lines on a white background we demonstrated the life-saving benefit of the KIA CEE’D’s xenon cornering lights. With an initial casual glance, each motif only showed a monochrome grey surface. Only upon closer inspection, did the lines become clear and a danger appeared.

The viewer experienced precisely the same moment of shock that could occur every night on any street. For dangers could be lurking anywhere and they can only be recognised with xenon cornering lights.