Kia Australia defies category norms as it launches new global visual identity

16 February 2021

Creative Agency: Innocean

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The campaign, created by Innocean Australia, launched at the Australian Open.

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 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," Kia Australia general manager, marketing, Dean Norbiato says.

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

The rest of the campaign highlights the Kia range, including the technology packed Sorento, and the stylish Seltos featuring actor, Dacre Montgomery.

“This campaign heroes the latest models live and in-camera, in a way that you don’t expect from Kia," Innocean creative director Paul Bruce says. 

"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.


Kia Australia:

Chief Operating Officer: Damien Meredith

General Manager, Marketing: Dean Norbiato

Digital Marketing Manager: Nikolas Souliotis

Brand Manager: Andrew Phan

Retail Marketing Coordinator: Michael Cignarella


Innocean Australia:

CEO: Jasmin Bedir

Executive Creative Director: Wes Hawes

Creative Director: Paul Bruce

Creative Team: Jess Roberts, Cat Williams

Creative Copywriter: Chris Johnson

Head of Strategy: Karl Bates

Director of Integrated Production: Craig Sloane

Production Director: Warrick Nicholson

CX Director: Romy Briers

Client Partner: Carolyn Cho

Senior Account Director: Andy Holmes

Integrated Senior Account Director: Carly Pelham

Integrated Senior Account Manager: Emma Culbert

Social Media Manager: Taylah Nilsson

Integrated Editor: Lucio Tagliani

Creative Designer: Guilherme Carvalho



Production Company: Revolver Will O’Rourke

Director: Matt Devine

Producer: Serena Paull

DOP: Simon Duggan

Editor: Dan Lee – ARC Edit

Colourist: Billy Wychgel

Music Composition: Mika Abadie

Sound Design / Audio Post: Rumble Studios


Post Production:

Post Production: Heckler

VFX supervisor: Jamie Watson

Head of 3D : Tom Corbett

Executive Producers: Bonnie Law, Carlos Zalapa

CG Artists: Max McCullin, Jack Scrause, Tim Jarick

VFX Leads: Brad Smith, Jonathan Hairman

Compositors: Bertrand Polivka, Younguck Ha

Colourist: Billy Wychgel


Havas Media:

Group Account Director: Catherine Edghill

Head of Investment: John Lynch

Digital Account Manager: Daniel Gross

Investment Manager: Fraser Johnston

Social Trading Manager: Lisa Ly

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