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Kia Australia has launched a new campaign during the Australian Open that is set to challenge existing beliefs and perceptions of the brand. 

The campaign, created by Innocean Australia, coincides with the launch of the new global Kia visual identity.

The campaign leans into Kia’s quality and design credentials, while harnessing the brand’s challenger spirit. As a brand that thrives on not conforming to industry norms, the campaign asks: why move forward the same way as everyone else?

In one film, the Kia Carnival appears on the Sydney Motorsport Park in Eastern Creek, NSW, showing the new GUV (Grand Utility Vehicle) behaving like you wouldn’t expect and challenging ‘dull’ perceptions of the family vehicle category. The rest of the campaign highlights the Kia range, including the technology packed Sorento, and the stylish Seltos featuring actor, Dacre Montgomery.

Kia – This is Kia

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Kia Australia General Manager, Marketing, Dean Norbiato, said: “The power of our brand is in our product and Matt and the Innocean team have done a tremendous job to hero the metal, while also injecting each narrative with a distinct dose of brand personality.

“To drive salience, we also sought inspiration for the campaign by taking a step outside the traditional category norms of the auto industry.”

Innocean Creative Director, Paul Bruce, said: “This campaign heroes the latest models live and in-camera, in a way that you don’t expect from Kia. Every aspect of the campaign is designed to prompt people to question what they think about the Kia brand. This is Kia in Australia today.”

The integrated This is Kia campaign was shot by Matt Devine from Revolver Will O’Rourke and appearing from February across television, digital and social channels.

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