Kia’s Drive Change Campaign

My old CD Israel Diaz left Leo Burnett Toronto a few short months ago to start up the Canadian arm of David & Goliath. His founding client was a little brand called Kia Motors Canada and this is the first work we’ve seen out of his new shop.

These spots focus on community revitalization acts in low income communities around Ontario (of which there are a lot). Considering that many of these communities are also the target market for Kia, it is a perfect choice. And in typical Diaz style, it was beautifully shot.

This new initiative comes at a time when the future of Kia was called into question in a recent report by the Business Insider. Kia was one of the 10 brands they claim will disappear before the end of the year. The reason? Hyundai is having the same problems GM and Ford were having with multiple brands eating away at their bottom line.

So while the work is solid, I hope Israel has a couple tricks up his fashionable sleeve as he may have to start planning for the future, before he’s even had a chance to really get started. The second spot is posted after the jump.

Kia Drive Change Garden