INNOCEAN Canada Celebrates Cultural Passions with the Launch of the All-New Kia K4

INNOCEAN Canada taps into the cultural passions of a younger audience with the launch of the all-new Kia K4. This innovative campaign breaks away from the traditional, aiming to captivate a demographic that "moves different."

Competing against established models like the Honda Civic and Toyota Corolla, the Kia K4 is designed from the ground up to be distinct, boasting bold styling and forward-thinking features. INNOCEAN Canada and Kia Canada sought a campaign that breaks the mould of conventional car advertising and truly stands out.

The Kia K4’s target audience over-indexes in interests such as fashion, music, and photography. These young, driven individuals are motivated by success and independence. By focusing on what resonates with this audience, the launch leverages these interests to forge an authentic connection. The campaign takes a non-traditional approach to automotive advertising, aligning the K4’s launch with the stylistic essence of the vehicle itself.

Using the tagline “Move Different,” the campaign speaks to those who aspire to be bold, unique, and unapologetically themselves. INNOCEAN Canada collaborated with top artists and creators to build credibility within the community and showcase the contemporary styling of the Kia K4.

Montreal-based music video director Adrian Villagomez and video production company Fela brought the campaign to life with original videos that underscore how the Kia K4 breaks free of conventional norms. Additionally, fashion photographer Mollie Pie contributed a series of OOH and digital campaign photos inspired by fashion-driven “street photography.”

Key components of the campaign include a four-video broadcast and online video series, an extensive OOH campaign featuring street-level wild postings, a video OOH takeover, and a high-frequency media buy across Meta platforms. An original track, “New Gold” by Gorillaz featuring Tame Impala and Bootie Brown, adds a unique sonic element across all video assets.

“With the launch of the Kia K4, we wanted to go beyond the traditional approach to car advertising and speak directly to the interests of our audience. This campaign isn’t just about introducing a new vehicle; it’s about celebrating individuality and bold expression. By collaborating with boundary-pushing creatives in fashion, music, and film, we’re showcasing the K4 as a reflection of the independent spirit of our audience,” said Michael Kopke, director of marketing at Kia Canada.

“We wanted to create something that stands apart from typical car advertising and tap into our audience’s passions. Using an unexpected track, a fashion photographer, and a music video director allowed us to highlight the K4 in a truly unique way,” said Bill Newbery, creative director of INNOCEAN Canada.

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