Driving Creativity

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Get Inspired

Kia invites students of art and design to create an ad for the Stinger that captures its spirit of youthful challenge and creative disruption. Stimulate your creativity!
Submission Form
JPG, PNG, GIF, PDF - 5MB max
AVI, WMV, MOV, MP4 recommended - 90 seconds max | 100MB max
NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. VOID WHERE PROHIBITED BY LAW. Contest open only to legal residents of the 50 U.S./D.C., 18+ and who are enrolled in a full time or part time undergraduate or graduate educational program at an accredited college, university, other academic institution or in an vocational or training program located in the U.S. Contest entry period begins: 12:00 a.m. ET on 6/15/18; ends: 11:59 p.m. ET on 9/30/18. Entries will be initially judged and finalists selected based on the following criteria: 33.3%: creativity of design, including layout, copy, tonality and aesthetic qualities of ad submission; 33.3%: form, functional and emotional aspects of the design; and 33.3%: innovation and usefulness. Ultimate grand prize winner will be selected via user voting. ARV of prize package: $25,472. Subject to full Official Rules. Sponsors: Crain Communications Inc. (on behalf of its publication, Ad Age), 685 Third Ave., New York, NY 10017 and Kia Motors America, Inc., 111 Peters Canyon Road, Irvine, CA 92606.

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Finalists Announced October 15, 2018

Over the past 23 years, innovation and design have been at the heart of the Kia brand. We want to extend our ideals to college students across the nation and we encourage you to design a creative ad for the Stinger showcasing its unique place in the automotive industry.

We want to hear about your process. You will create an optional docu-style video to accompany your advertisement explaining your vision.

From your submissions, 6 finalists will be chosen. All 6 finalists will be featured in Ad Age magazine.
Finalists Announced: Oct 15

The semi-finalist ads will be voted on by the public. After the votes are tallied, the designer of the winning ad will be presented with the grand prize!
Voting Period: Oct 15 - Dec 3
Winner Announced: Dec 3

Creative Brief and Design Kit

Grand Prize Package

Please see the rules for a full list of details on prize and eligibility.

(1) The Sponsors will award the Grand Prize Winner a scholarship of $10,000 to be used toward tuition, fees and books and paid to the grand prize winner’s school or education program. The Sponsors will also provide a $5,000 award to the school (if non-profit and accredited) that the Grand Prize winner is enrolled in at the time of entry submission to the Contest to be used to support a program or initiative at the school around diversity or inclusion.

(2) Sponsors will be awarding one (1) “Trip Prize” to the Grand Prize Winner consisting of: (i) one (1) roundtrip economy/coach airline tickets for the Grand Prize Winner via the Sponsors-selected air carrier(s) from a major commercial airport selected by Sponsors, in their sole and absolute discretion, to Cannes, France; (ii) a three (3)-night hotel stay (one (1) standard room based on double occupancy) for the Grand Prize Winner in Cannes, France; (iii) ground transportation to/from airport and hotel in France; (iv) admission pass to Cannes Lions International Festival of Creativity in June 2019; and (iv) a daily stipend for meals, in an amount of 100 euros/day. The total ARV for the Trip Prize is Ten Thousand Dollars ($10,472) (USD).

(3) The Grand Prize Winner will receive the following in a December issue of Ad Age and in Autoweek during the month of December: Custom Profile written and edited by the Ad Age custom editorial team.

Headquartered in Irvine, California, Kia Motors America continues to top quality surveys and is recognized as one of the 100 Best Global Brands and 50 Best Global Green Brands by Interbrand. Kia serves as the "Official Automotive Partner" of the NBA and LPGA and offers a complete range of vehicles sold through a network of nearly 800 dealers in the U.S., including cars and SUVs proudly built in West Point, Georgia.*

* The Sorento and Optima GDI (EX, SX & Limited and certain LX Trims only) are assembled in the United States from U.S. and globally sourced parts

2018 Stinger GT2 with optional features shown. Some features may vary. Limited quantities available in select markets.
Red Quotation Mark

From its GT Concept-car origins
to the years of tuning and refining on the
legendary Nürburgring circuit,
no detail was too
small to
be obsessed over.

Orth Hedrick, VP of Product Planning, Kia Motors America

Driving Creativity

Design Kit/Creative Brief


Kia is fueled by an irrepressible spirit of youth. It’s one of the youngest automotive companies in the market, and audaciously brave enough to go its own way. It is driven to build better cars, to constantly improve quality, to upend expectations and challenge everything, even itself. It’s that spirit that drives Kia to question conventional ways of designing cars, to break the rules of the auto industry, and to never settle for what’s already been done. Kia’s car designs have become iconic, have reshaped segments, and redefined what’s possible. Likewise, Kia’s marketing and advertising have defied conventions and established a new way to connect with mindsets. These two unconventional paths culminated recently in the launch of the groundbreaking Kia Stinger.

With its Driving Creativity Contest, Kia will stimulate and celebrate the future of creativity. Kia invites students of art and design to create an ad for the Stinger that captures its spirit of youthful challenge and creative disruption.


The Kia Stinger signals an evolution of the brand into a high-quality, high-performance driven automaker. The challenge is to shift popular perception to reflect that change.


The audience for the Stinger are drivers age 35-55 looking for performance-oriented and well-designed sedans. These drivers are drawn to brands who are challenging auto norms of luxury and performance. Within this group there is a subset of drivers who will pay more attention to the intrinsic qualities of a vehicle because they are the type of consumer drawn to substance. They’re not easily blinded by the status of a heritage badge. They are proud of their independence and define themselves partly by their ability to see beyond the status game.


* Submissions do not have to include this tagline. The tagline and this creative brief should be used as inspiration, not specific instruction.


  • Print ad for Kia Stinger (Preferred format: JPG, PNG, GIF, PDF. Maximum file size: 5MB)
    Print Ad for Kia Stinger MUST INCLUDE:
    • One (1) clearly visible Kia Logo externalized from any product shot.
    • One (1) clearly visible Stinger Logo externalized from any product shot.
    * Submissions do not have to include this tagline. The tagline and creative brief should be used as inspiration, not specific instruction.
  • Optional Docu-style video capturing the inspiration behind the ad (Preferred format: AVI, WMV, MP4. Maximum file size: 100MB. Maximum length: 90 seconds)


The Stinger is the most recent symbol of Kia’s challenger spirit and youthful drive. The Stinger has the power, handling, design, and fit and finish to go toe to toe with cars far more expensive, from brands far more established. The idea that Kia is bringing this level of performance and sophistication to an entirely new consumer is a revolutionary proposition.


  • Available 365-hp twin turbo powerplant
  • The Stinger GT crushes 0 to 60 in 4.7 seconds
  • Stinger GT’s top speed is 167 MPH
  • Rear Wheel Drive (RWD) or optional All Wheel Drive (AWD)
  • Refined cabin to accompany a stylish exterior


Youthful spirit, optimistic, confident, driven


Full page Ad Age specs:
  • Trim Size: 10" x 13"
  • Live Area: 9.25" x 12.25"
  • Bleed: 10.25" x 13.25"

*A high res pdf (X-1A) is the preferred file format.


  • 90-second video files formatted as an AVI, WMV, MOV, or MP4
  • 100MB max


Finalists will be selected by a team of executives from both Kia and Ad Age. Finalists will be selected based on the following criteria:

  • Creativity of design, including layout, copy, tonality and aesthetic qualities of ad submission
  • Form, functional and emotional aspects of the design
  • Submissions are further considered for their degree of innovation and usefulness

Brand Assets

Kia Stinger Logo Download Brand Assets