Drive change

Drive + change = power.

In its first corporate image campaign since 2007, Kia extols the virtues of two words, drive and change, and how when they combine, well, it can be a very powerful thing. Working with the Toronto offices of David & Goliath and Innocean Worldwide, this spot aims to show how the brand has changed over the years through design and quality upgrades, and how driving change is a concept that it is weaving into the fabric of its brand identity. Follow-up spots are time-lapse films of two inner city Toronto renewal projects Kia took on, as part of its new Drive Change CSR program.