GOLD
Title: Kia Cars
Agency: Mustoe Merriman Levy
Author: Garret Cummings
Creative Director: John Merriman
Art Director: Mary-Sue Lawrence
Copywriter: Rosie Elston
Client: Kia Cars
Product: Kia Cars
Nearly all car advertising produced in the UK today ignores the
realities of driving, such as pollution and gridlock. Planning decided
to take a radically different approach for Kia and asked how it could
help to make motoring enjoyable again. The breakthrough was "responsible
motoring". Kia pleaded with customers to "think before your drive"; to
reconsider before driving to the gym or taking kids to school. The idea
was not to stop people buying cars, but to use them responsibly.
