The Uncapital Route

Kia Europe x VICE Media

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

Background

Kia wanted to promote its EV ecosystem and charging network with a piece of branded content that reflected its ethos of “Movement that Inspires” and established them as a culture brand.

We found that many still believe that EVs can’t handle road trips to remote areas. At the same time, inflation and the cost of living crisis have pushed creatives to relocate from capital cities in favour of smaller, more affordable hubs.

Enter “Uncapital Route”, a docu-style film series exploring six underrated creative cities beyond the European capitals - all aboard the Kia EVs.

Production

Together with VICE Media, we dove into the vibrant creative scenes of six “uncapital” cities: Granada, Offenbach, Turin, Marseille, Manchester, and Rotterdam. 

Each film highlights a different aspect of self-expression and creativity - design, music, crafts, food & drink, dance and art.

Shot in each market’s local language, the films follow a simple format: A local VICE host hits the road in one of the Kia EVs headed for their uncapital destination. There, they meet local creatives who offer an insider perspective on unique local scenes and detail how these cities inspire their practice.

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