The Era of New Leaders Begins!

Uzbekistan’s automotive market is highly monopolized, where the younger generation typically dreams of only one model — the Gentra. KIA aimed to challenge this norm by launching a campaign for its budget-friendly crossover, KIA Sonet, positioning it as the car of choice for the ambitious and forward-looking youth.

We identified that buying a car, especially a crossover or a foreign brand, is not just a transaction — it’s a symbol of progress, change, and growth. With this insight, we positioned KIA Sonet as the vehicle that helps Uzbekistan’s youth “level up” — not just in what they drive, but in how they perceive themselves and their future.

To bring this to life, we launched the campaign with a dynamic manifesto video and a product film featuring a popular influencer, all carrying the empowering message: “The era of new leaders begins!”