THE APG CREATIVE PLANNING AWARDS 2001: Special Award - Best Strategic Insight - Sponsored by Millward Brown


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.