While B2B communications most often showcase successful companies, business growth, and achievements already attained, Kia has chosen a completely different approach to introduce its new electric delivery vehicle PV5. Instead of stories about success, it has placed a series of business ideas that appear completely absurd at first glance at the center of its campaign The Only Good Idea.
The creative team at INNOCEAN Berlin developed a range of fictional products and businesses, including organic rocks, left-handed coffee mugs, reversible underwear, cleaning robots for cleaning robots, ladders for rock climbers, and moonglasses. These intentionally absurd examples serve as a reminder that most successful business ventures begin with ideas that initially seem unconvincing or even nonsensical.
Rather than the polished visuals typically associated with the automotive category, the campaign uses a raw aesthetic featuring poor lighting, coffee stains, and details reminiscent of the early stages of business idea development. In doing so, it seeks to capture the moment when entrepreneurial projects still lack a clear shape but carry the potential to evolve into something valuable.
Benedict Abrahamsberg, General Manager Marketing Communications at Kia, emphasizes that the idea behind the campaign is connected to the brand’s philosophy, which sees movement not only as progress, but also as the ability to act amid uncertainty. “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,” he said.
According to Gabriel Mattar, Chief Creative Officer at INNOCEAN Berlin, the campaign is not designed as a story about results, but about the willingness to try. “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,” added Mattar.
The campaign The Only Good Idea launched through print and DOOH formats in Germany and will expand across digital and social channels throughout Europe during June, including markets such as the United Kingdom, France, Italy, the Netherlands, Sweden, Austria, Poland, the Czech Republic, Slovakia, Hungary, and Ireland.
For Kia, the campaign represents an attempt to speak to business users about a phase that is rarely discussed: the period before success, when ideas are still imperfect and the future remains uncertain. It is precisely this space between doubt and possibility that becomes the central theme of the campaign The Only Good Idea.
