Kia Sounds Wonderful
Role: Creative Director Agency: Innocean Milano Year: 2022
In the automotive industry, introducing a new vehicle model is never merely about the model itself. In this instance, Kia aimed to leverage the new Niro to achieve a dual objective: to engage a younger demographic seeking to express their individuality and to establish itself as a source of inspiration for everyone.
This led to the creation of Sounds Wonderful: the first music competition entirely conceived, organized, and executed by an automotive company, featuring the actively participating our star, Kia Niro. Following a series of focused training sessions, a panel featuring Mahmood and two internationally acclaimed coaches selected the most promising emerging talent to perform live as the opening act for one of Mahmood's concerts.The initiative kicked off with a video manifesto designed to communicate the brand's positioning and its synergy with the featured artist, and it was promoted and supported through social media content from both the brand and all participating artists.
