When you’re undervalued and under-appreciated it’s best to let your work do the talking. Some of us don’t do it for fame. Some of us don’t do it for credit. Some of us don’t do it for the spotlight. Some of us do it for the accomplishment. This campaign highlights the highly awarded Kia Telluride in collaboration with the talented chef and restaurateur Esdras Ochoa (@esdras8a). It celebrates those toiling quietly with purpose, striving for something bigger than themselves. Those giving it everything, while no one is watching.
Increase awareness of Kia’s new flagship vehicle, the 2019 Kia Telluride, while developing a trustworthy relationship with the Hispanic Telluride target and generating engagement on Kia Latino.
Hispanic men are more likely to purchase a new car. Leading a successful career, they are ready to see and feel their success they have achieved so far. Not to “brag", but as a step towards self-actualization. They’re looking for a car that represents who they are. A car that is true to their style and has everything they need to continue their path towards success.
THE BRAND ROLE
The Kia Telluride compliments his way of life and reinforces his feeling of accomplishment.
THE ONE THING
Built with character.
With over 40 creative assets, this campaign went live in TV, digital, and social media. Various creative, from its :30 television spot, to exclusive content for Chef Esdras to share with his fan base in his own social media channels, interviews in the form of quick autobiographies, and much more came together to bring this campaign to life.
:30 TV "Behind the Chef"
:15 TV Spot "Behind the Chef"
:15 Digital Video "Esdras Ochoa"
:15 Digital Video "Diana Ramírez"
:15 Digital Video "Ricardo Ortega"