For Kia, youth and creativity serve as the brand's driving force
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Before joining Kia in 2017, Chehab had gained acclaim as the brains behind memorable campaigns such as Chrysler’s “Born of Fire” Super Bowl XLV ad featuring Eminem. Chehab’s mission at Kia is to continue fostering creativity, but with an eye toward the brand’s role as a young company.
It is this mindset that has propelled Chehab’s latest project, the Driving Creativity contest. Created by Kia in partnership with Ad Age Studio 30, this competition encourages art and design students to create both a print ad for the Kia Stinger and an accompanying documentary-style video explaining the vision behind the ad. Chehab spoke with Studio 30 recently about his intentions behind the contest, and how youth and creativity have been a winning combination for Kia:
What do you think sets Kia apart from other companies with regard to how it values creativity?
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