Kia was and still is the highlight project of my career. As a multilingual and global account, the work scope covered campaigns and production on multiple countries and allowed me to explore advertising in different markets with distinct nuances, cultures and languages.
The brief: Kia is rebranding and needs to speak to the audience in a more intimate level.
The insights: Different people gravitate towards different models according to their lifestyles.
The idea: To explore and describe the personas of the driver of the car.
Your vehicle, your vessel.
Once the main idea is set, it's time to bring it global and make it tactical.
TV Spot Reimagined for Vietnam. Kia K3, the car for young couples who are early tech adopters.
TV Spot reimagined in Vietnam for the prestige, shot with a celebrity.
A little fun fact, besides the tactical commercials in the Central Asian countries, we actually produced advertising materials and also a TV commercial for Malaysia. The campaign was so successful we sold out of cars before the TV spot aired.
This was a particularly significant project for me because I had the opportunity to collaborate with our agency counterparts across different countries, and as fate would have it, lead me into more opportunities to work with more cross country campaigns. Due to the nature of the different languages, I was giving responsibility to see the vision of the project through and maintain our idea while adapting to different cultural nuances and market values.
The rise of popularity in electric cars brought more competition into the market. Lower price points became more attractive for audiences. But what if the brand works in opposition of this? For a company that prioritizes the customer experience and the luxurious feeling of driving its cars, Smart now finds itself battling the challenges of maintaining its premium image with cost-conscious consumers.
Note: This is an on-going project, all work shown here are conceptual.
The brief: Sales are on a decline due to market saturation
The insights: People are opting for cheaper electric options due to lack of sentiment and awareness
The idea: Pioneering the advertising space by creating unique experiences
The experience only Smart can give.
Its playful, and its new.
After taking a look at previous materials, we found out that the public did not resonate with the previous campaign. A radical idea was needed, one that connected with the customers' wants and needs.
Fun and unique. I based the designs on the two principles that our audiences were craving. What could excite people into making decisions beyond monetary judgement.