Kia is marketing its new Soul by commissioning six pieces of street art in six UK cities.
Graffiti artists End of the Line are painting six 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,” said Simon Hetherington, Kia marketing director.
As part of the same campaign, Kia is also using clean ads – adverts that clean the pavement - to raise awareness of Soul and direct people to the Soul website where they can find out more and enter a competition to win the car.
There are over 150 clean ads to spot in each of the six cities where a stencil has been laid down on the pavement and a shape is cleaned off with a jet wash, leaving the shape behind.