Long Live Surprise

KIA

AGENCY: INNOCEAN WORLDWIDE CANADA
CREATIVE DIRECTION: LINDA CARTE / IAN MACKELLAR
WRITING: DAVID STRASSER
ART DIRECTION: KEVIN BÉLANGER

Kia has operated in Canada for 20 years with the global tagline, “The Power to Surprise” — all the while never really producing work that defended the positioning. To celebrate their anniversary, we wanted to change that. With “Long Live Surprise” we developed a campaign that went all-in on the brand promise, creating a framework that was adapted for all vehicle launches that came after it. And steering the brand closer to an ownable position in the competitive auto market.