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.
Chief Operating Officer: Damien Meredith
General Manager, Marketing: Dean Norbiato
Digital Marketing Manager: Nikolas Souliotis
Brand Manager: Andrew Phan
Retail Marketing Coordinator: Michael Cignarella
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: 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
Group Account Director: Catherine Edghill
Head of Investment: John Lynch
Digital Account Manager: Daniel Gross
Investment Manager: Fraser Johnston
Social Trading Manager: Lisa Ly