“KIA PASSES ‘EXPECTED’ CAR TO BECOME A LEADER IN THE CATEGORY”
— The Drum
This campaign represented a new direction for Kia. For two consecutive years, Kia had been ranked number one in initial quality by JD Power, surpassing every other car brand. Obviously this was a huge deal for them, unfortunately consumers still didn’t perceive them as a quality brand.
Aside from being an Art Director’s dream, hopefully these helped Kia’s business problem.
Director
MARK MALLOY