Soul in the city
Kia’s new segment-busting Soul has made its first impression on six major UK cities this week with the instalment of six specially commissioned pieces of Soul inspired street art.
Renowned graffiti artists, End of the Line, have teamed up with Kia Motors UK to design and paint six unique pieces of Soul art on walls and billboards around Bristol, London, Leeds, Manchester, Newcastle and Birmingham.
“Soul is all about freedom so we wanted the End of the Line artists to have the freedom to create six very different pieces of art relating to how they interpret our latest model.” commented Simon Hetherington, Marketing Director at Kia Motors (UK) Limited.
“It is a car designed to stand out in the city and, like all style icons, is attracting a great deal of attention. What better way to grab the attention of the city than to have your portrait painted 14 metres high!” he added.
Jim Vision, founder of End of the Line said; “It is so refreshing to work with a client so dedicated to pushing inspiring creative design, working in alternative mediums and breaking the mould of traditional advertising techniques. Soul is a really inspiring shape and it was great, as artists, to be given free rein to make our own interpretation of Soul. This project gave us the creative freedom that is necessary to product art that is truly awe inspiring.”
As part of the same Urban Soul project, Kia is also using ‘clean ads’ to raise awareness of Soul and direct people to their dedicated Soul website where they can find out more and enter a competition to win a Soul of their own. Clean ads are just that – adverts that clean the pavement. A stencil is laid down on the pavement and a shape is cleaned off with a jet wash, leaving the shape behind.