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Kia New Year's Eve Tour

Project Overview

For New Year’s Eve 2021, Kia launched a cross-country road trip to deliver the iconic "2021" numerals to Times Square in time for the annual ball-drop celebration, where they would be displayed publicly. We partnered with Kia’s agency, Innocean Worldwide, to produce a custom-made and branded trailer for their month-long tour, which kicked off right after Thanksgiving and consisted of 5,500 miles of coast-to-coast driving across 14 states. ASV engineered/designed a trailer that could safely transport the numerals in the dead of winter while still highlighting them for viewers.


Frontline workers and their families were hosted by Kia to thank them for their hard work and dedication. They and their families were shuttled to and from Times Square in Sorrento and Telluride SUVs for this once-in-a-lifetime opportunity. We also produced custom Kia vehicle wraps, and fabricated/installed the Kia featured platform displays on-site at Times Square for the final event.


To support Kia during this promotion, the trailer made several stops a day at local Kia dealerships for photo ops. National Geographic documented the journey, bringing stories from our stops to life through world-class photography and video. This tour was repeated in 2022.

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