Innocean Unveils Brand Film Celebrating 30th Anniversary of Kia Sportage

Choose Background Music 'Hayeoga' by Seo Taiji and Boys
Delivering an Innovative Brand Spirit

Innocean announced on the 25th that it has released a 'brand film' created to commemorate the launch of Kia's Sportage 30th Anniversary Edition.

The Sportage 30th Anniversary brand film was planned and produced jointly by Innocean and Kia. Launched in 1993 as the world's first urban SUV, the Sportage influenced not only the domestic market but also global brand SUVs, embodying the unique brand spirit of Sportage and the anticipation for a new heritage ahead. Notably, the background music chosen was "Hayeoga" by Seo Taiji and Boys, released in the same year as the birth of the Sportage in 1993, which changed the landscape of Korean popular music. The main theme of the brand film was to reflect the "movement that changed the landscape and pioneered a new genre."

Kia Sportage 30th Anniversary Brand Film Campaign
Photo by Innocean

The video begins with the number '1993' and continues with sensory images symbolizing Sportage's challenging brand spirit. Then, with the narration "Beyond the era, beyond the generation," the number changes to '2023,' introducing the Sportage 30th Anniversary Edition. Next, close-ups of the Sportage 30th Anniversary Edition logo design, dynamic tunnel driving scenes, and driving performance scenes are intercut to convey Sportage's progressive identity.

An Innocean official said, "We aimed to effectively express the brand spirit of Sportage, which was born with a pioneering DNA from the start," adding, "We focused on the common denominator of Sportage and Seo Taiji and Boys as 'pioneers who changed the landscape and created a new genre,' and it seems that the creative combining these elements was well expressed."

This content was produced with the assistance of AI translation services.