INNOCEAN Berlin explores the realities of entrepreneurship
The campaign supports the launch of Kia’s PV5, an electric van developed for logistics and commercial use
INNOCEAN Berlin has launched a campaign for the Kia PV5 electric van that focuses on the uncertainty and experimentation behind entrepreneurship rather than traditional business success stories.
The campaign supports the launch of Kia’s PV5, an electric van developed for logistics and commercial use, and positions the vehicle around the realities of building a business.
Campaign highlights unconventional business ideas
Instead of using polished corporate imagery often associated with B2B advertising, the campaign presents a series of fictional business concepts including organic rocks, left-handed coffee mugs, reversible underwear and cleaning robots for cleaning robots.
The creative approach aims to reflect the trial-and-error process behind entrepreneurship and early-stage business ideas.
The ads were shot in a deliberately imperfect style, featuring details such as coffee stains and uneven lighting to capture the uncertainty associated with starting a business.
Kia positions PV5 around business ambition
Benedict Abrahamsberg, General Manager Marketing Communications, Kia: “Kia has always believed in movement. Not just forward, but through uncertainty. The PV5 is built for people who are in that moment. Not when everything is clear, but when everything is still possible.”
Gabriel Mattar, Chief Creative Officer, INNOCEAN: “This is not a campaign about outcomes. It's a campaign about courage. The courage to try. To fail. To keep going. That's where glory lives.”
The campaign launched in Germany in April across print and digital out-of-home channels.
European rollout begins in June
A wider social and digital print rollout is scheduled to begin in June across multiple European markets including the UK, Germany, France, Italy, the Netherlands, Sweden, Austria, Hungary, Belgium, Luxembourg, Poland, the Czech Republic, Slovakia and Ireland.
The campaign forms part of Kia’s broader promotion of the PV5 as the company expands its electric commercial vehicle offering.
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