KIA / REBRAND + SUPER BOWL  

We launched a new tagline and look and feel for Kia with a big Super Bowl ad for their all-new Telluride.

Instead of spending millions on celebs, we decided to celebrate the great unknown people of West Point, GA. A small town deserted by the textile industry years ago that is now home to a Kia 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. Then at the Super Bowl, Kia launched a 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.

​

​

​