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KIA's getting a ute
We brought KIA's new Ute to life without showing the Ute at all. Instead, we used twenty sporting legends to do that for us. Each star vying for the Ute to be named after them. With 82 million impressions in the first four days, this approach put the KIA brand into the cultural zeitgeist in a way a traditional car launch never could.
Role: Creative
Media: Integrated
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