ASK.

Create an integrated media campaign to launch the all-new Kia K4, aiming to combat the decreasing popularity of sedans in a market dominated by SUVs and crossovers. The campaign should position the K4 as a bold, forward-thinking option that stands out from conventional sedan offerings.

INSIGHT.

With 31% of young adults deeply engaged in cultural interests like fashion, music, and photography, this audience is driven by a desire for authenticity and self-expression.

OBJECTIVE.

Launch the Kia K4 with a bold campaign using the tagline "Move Different" featuring trendy fashions, music, and street photography to break away from traditional automotive advertising to showcase the vehicle’s unique design and independent spirit.