The Uncapital Route

Kia Europe x VICE Media 

+9M reach | +5M views | +61% perception 

Background

A lot of people still think EVs can’t handle the road less traveled. At the same time, rising rent, inflation, and a post-pandemic shift in priorities are pushing creatives to ditch big-city life for smaller, more livable places — and they’re thriving there.

To turn Kia’s EV ecosystem into a cultural statement, we created Uncapital Route — a six-part
docu-series spotlighting creative communities beyond Europe’s obvious capitals.

Production

In collaboration with VICE Media, we explored Granada, Offenbach, Turin, Marseille, Manchester, and Rotterdam — each episode following a local VICE host traveling in a Kia EV to meet creatives redefining their cities. From food and dance to music and design, each story captures how movement and place fuel artistic expression.

Shot in native languages and rooted in authentic local culture, the series reframes Kia as more than a car brand — as a supporter of the creative spirit that lives off the beaten path.

Offenbach: Design

Manchester: Music

Marseille: Crafts

Rotterdam: Food & Drink

Granada: Dance

Turin: Art

Credits

Agency: Innocean Berlin
Director: Lily Raeder
DOP: André Grabinski
Production: VICE Media
Creative Direction: Shelley Lui, Chiara Maria Lessa
Art Director: Paula Santos
Copywriter: Aitana Vallejo
Client: Kia
Year: 2023