Kia Middle East & Africa has unveiled the second chapter of its groundbreaking ‘Cycle of Life’ initiative, continuing its ambitious ‘Seeds of Change’ platform. Conceptualised by INNOCEAN MEA and brought to life through the cinematic expertise of electriclime°, this next phase reflects Kia’s growing commitment to sustainable innovation and meaningful social impact across the region.
This initiative is powered by partnerships with two visionary organisations—The Waste Lab, co-founded by environmental pioneers Ceylan Uren and Lara Hussein, and the African Education Programme, led by Julie-Anne Savarit-Cosenza. Together, the collaboration focuses on empowering local youth with hands-on training in circular design practices, equipping them with essential green skills to foster community-driven environmental change and create pathways for sustainable income generation.
What sets this project apart is its alignment with Kia’s own sustainability ethos—specifically its use of plant-based materials and natural dyes in vehicle interiors. Through ‘Cycle of Life,’ Kia reinforces this brand DNA by championing eco-consciousness beyond the automotive space, bridging product innovation with community-based environmental stewardship.
One of the campaign’s most significant achievements lies in its ability to creatively reimagine traditional processes, turning everyday waste into economic opportunity. The project challenged conventional models, embracing innovation to teach circular thinking and prove that sustainability is not only essential—but also scalable and impactful.
By investing in grassroots education and sustainable design, Kia Middle East & Africa is not only planting seeds of change—it’s nurturing a movement that redefines how mobility brands can drive social and environmental progress across borders.
Sustainable Production
While sustainability has always been a core pillar for electriclime°, this project went “the extra mile,” the company said “taking every opportunity to push the boundaries of sustainable production – ensuring that every decision, from logistics to materials, transportation, crew size, and equipment usage aligned with a commitment to not just minimize, but actively enhance the production process.”
Using the AdGreen calculator to create an initial carbon estimate, this shaped the production’s strategy to reduce environmental impact. Aware of the major contributors, like transportation and power consumption, electriclime° took deliberate steps to minimize the footprint by optimising travel routes, reducing trip numbers and working closely with local crews to maximize efficiency.
Using the AdGreen calculator to estimate and manage emissions, the team reduced projected carbon output from 44.87 tCO2e to 41.42 tCO2e. This was achieved through route optimization, reduced travel, local crew hires, and reliance on natural lighting. On set, 18kg of paper and plastic waste were recycled, food waste was composted, and ethically donated wardrobe and recycled materials were used throughout production.
While filming in Zambia was an incredible opportunity, bringing essential crew and personnel came at a cost – substantial air travel emissions, said electriclime°.
“With an initial estimate projected 44.87 tCO2e, careful planning and sustainability efforts managed to lower the footprint to 41.42 tCO2e,” the company said. “While still significant, saving over 3 tCO2e was a proud milestone and proof that small, intentional choices can create real impact.”
On-set recycling stations ensured all waste was processed responsibly; 18kg of paper and plastic were recycled, while food waste was composted for local use. Additionally, 100% recycled polyester T-shirts were designed and produced for the project.
This campaign is just the start. Over the next six months, Kia is building a program to transform the Kia Garden in Kafue, Zambia, into a fully productive farm. This initiative will serve as an educational hub, teaching youth the power of farming and biofabrication practices, fostering self-sufficiency within the community.
- 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
