Kia unveils new logo in ‘This is Kia’ campaign with Innocean
Kia Australia has launched a new integrated campaign that shows off the automotive brand’s new global visual identity, with the ‘This is Kia’ campaign airing throughout the Australia Open.
It was created with full-service agency Innocean Australia (owned by the Hyundai Motor Group), with the hero TVC featuring a Kia Carnival doing laps of the Sydney Motorsport Park in Eastern Creek, challenging perceptions of the car itself and Kia as a family vehicle brand.
Throughout the campaign, Kia features the remainder of its range including the Kia Sorento and the ‘stylish’ Seltos in a spot featuring actor Dacre Montgomery.
The ‘This is Kia’ campaign was created not only to launch Kia’s new logo, which appears at the end of each spot, but also to ask the question: ‘why move forward the same way as everyone else?’
Kia Australia general manager, marketing, Dean Norbiato, said inspiration for the campaign came from a desire to step outside the automotive industry’s traditional category norms.
“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,” he said.
“To drive salience, we also sought inspiration for the campaign by taking a step outside the traditional category norms of the auto industry.”
Kia’s new visual identity
The integrated ‘This is Kia’ campaign was shot by Matt Devine from Revolver Will O’Rourke, with post-production done by Heckler.
Innocean creative director, Paul Bruce, said the campaign is specifically designed to make people question what they think they know about the Kia brand.
“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,” Bruce said.
The integrated campaign is rolling out television, digital and social channels during February.
Since adding new client partner executives for its Kia and Hyundai accounts in November last year, Innocean Australia has created campaigns including a TikTok led campaign for the new Kia Stonic, and its new ‘Kidult Approved’ campaign for the Hyundai Palisade.
Credits:
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:
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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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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