Melle Bloemer
Projects
Kia EV6
A campaign connecting Kia’s electric future to a culturally grown-up audience.
Campaign · Positioning · Cultural strategy
Towel Media · 2021
Role
Concept creative
Outcome
The idea made the EV6 feel less like a technical launch and more like a cultural step forward for the brand.
Company
Towel Media
Type
Automotive
Campaign
Cultural strategy
Year
2021
For the Kia EV6, the challenge was to make a premium electric model feel culturally relevant without turning it into a cold tech story. The campaign connected Kia with De Jeugd van Tegenwoordig. Their audience had grown up with them, which made the partnership a strong fit for a more mature, premium, future-facing car. I worked on the creative development and strategic fit between product, audience, brand, and artist.
Why it matters
The idea made the EV6 feel less like a technical launch and more like a cultural step forward for the brand.
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