Give It Everything
KIA / REBRAND / SUPER BOWL
Super Bowl advertisers spends millions of dollars on celebrities. Instead, we decided to celebrate the Great Unknown people of West Point, GA. A small town deserted by the textile industry years ago, West Point and is now home to a Kia manufacturing plant, where the all-new Telluride is made.
Leading up to the Super Bowl, we launched a series of billboards showcasing the faces of West Point with the line ‘We are not famous’ to give these every day people recognition. At the Super Bowl, we shared a moving 90-second spot that told the story of West Point and how their relentless spirit goes into the making of each and every Telluride to launch Kia's new tagline "Give It Everything." We also honored the Great Unknowns by setting aside the money that would have been spent on a celebrity and instead established a scholarship to help young people from less privileged communities achieve their goals of a higher education.
I had the chance to work on various aspects of the project from the rebrand of Kia with the launch of Give It Everything and developing the new look and feel of the brand, to helping sell in the Super Bowl spot and leading the teaser OOH efforts leading up to Super Bowl.
CD Stephanie Kohnen
ECD Mark Koelfgen
ECD Frauke Tiemann
GCDs John O'Hea, Steve Clarke, Basil Cowieson, James Cohen
CW Mark Monteiro, Caleb Nyberg
SR CW/CD Guilherme Grossi, Gabriel Nogueira da Gama
JR AD Peter Watson, Tucker Stosic
PROJECT MANAGERS Paul Stephens, Amanda Bercovitch
EXECUTIVE PRODUCER: Curt O'Brien