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Campaign ME

Seeds of change: Phase two of Kia's ‘Cycle of Life'

Kia Middle East & Africa, in collaboration with INNOCEAN MEA and production house electriclime°, has unveiled the second phase of its purpose-driven 'Cycle of Life' initiative. Titled Seeds of Change, the campaign continues to merge brand purpose with on-the-ground impact – focusing this time on biofabrication, youth education, and circular design. While the first chapter of Cycle of Life explored farm-to-table narratives, this new edition shifts to a farm-to-fabric focus. Directed by Kaley Emerson, Seeds of Change was rolled out as a short film series that was released across digital channels including YouTube, Instagram, Facebook, and TikTok. The campaign introduces biofabrication to young Zambians through the transformation of agricultural waste – specifically banana stems – into usable materials. In collaboration with The Waste Lab, co-founded by Ceylan Uren and Lara Hussein, and the African Education Programme, co-founded by Julie-Anne Savarit-Cosenza, the film follows the youth through their hands-on training in turning agricultural waste into usable materials. While the campaign's core message is delivered through film, its broader impact is tied to practical education and real-world implementation. Kia's use of nature-derived materials in its vehicle interiors – such as plant-based textiles and natural dyes demonstrates how circular design and bio-fabrication can inspire both product innovation and real-world community impact A key challenge — and achievement — of the production was ensuring sustainability across all phases. electriclime° adopted a range of eco-conscious practices throughout filming. From optimising travel logistics and limiting crew size to using local teams and reducing material waste, the production aimed to minimise its environmental footprint. A carbon estimate calculated using the AdGreen calculator initially projected emissions at 44.87 tCO2e. The team was able to reduce this to 41.42 tCO2e. While still notable, the savings of over 3 tonnes marked a meaningful step forward in reducing environmental impact. Other on-set efforts included recycling, composting food waste, sourcing ethically donated wardrobe pieces, and avoiding unnecessary set materials. The team also worked closely with local partners to ensure efficiency and relevance. This campaign is just the beginning. Over the next six months, Kia is building a program to transform the Kia Garden in Kafue, Zambia, into a fully productive farm. Looking ahead, Kia plans to transform the Kia Garden in Kafue into a fully operational farm within the next six months. The site will serve as a hub for education in farming and biofabrication, empowering the local youth and promoting self-sufficiency through sustainable practices. Through 'Seeds of Change', Kia aims to drive progress through education and empowerment. This campaign reinforces the thought that true change comes from ongoing momentum and collective action. Credits: Client | KIA Vice President of Product & Marketing: Ahmed Soudodi Head of Marketing & PR: Jimmy Chamata Senior Manager / Marketing Coordinator: Mingi Pyo Agency | INNOCEAN Senior Account Manager (Innocean): Mohammad Al Sabbagh Creative Director (Innocean): Tatiana Moukhaiber The Wastelab Co-founder: Ceylan Uren Biofabrication Expert: Dimma Mawejje Gardening Expert: Esther Munsele Youth Ambassadors: Caston Kalimangaya, Kelly Mweemba, Malambo Matron AEP Co-Founder & Executive Director: Julie-Anne Savarit-Cosenza AEP Country Director: Paul Chisunka Production Company | electriclime° Director: Kaley Emerson Co-Founders: Michael Ahmadzadeh & Pabz Alexander Executive Producer: Jumana Radi Senior Producer: Layal Mooti Producer: Lana Abu Risheh Line Producer: Rob Neuhold (Forward Motion) Director of Photography: Devid Fichera Production Coordinator/1st AD: Malak Edris Sustainability Supervisor/BTS filmmaker: Omar Farouq Zambian Fixer: Joseph Muwowo Production Manager: Chaza Phiri 1st AC: Tyrone Poipao VTO/DIT: Ryan Sheppard Gaffer/Grip: Riaan Hannekom Best Boy: Benard Mwansa Unit Manager: Nelson Lungu Unit Assistant / PA: Danny Chota, Kelvin Mulenga, Seward Ngulube Sound: Roy Gondwe HMU Artist: Emel Nampemba Post Producer: Ben McFarlane Post Coordinator: Lacheln Reyes Post Production Studio: Sunny Vfx Editor: Bled Bujupi Colourist: Claudio Beltrami Sound Design and Mix: Martin Leitner @ Sounds Good Audio Online Editor: Rahul Thandassary Design & Animation: RayJohn Fernandez & Marjolaine Lebrassuer