Make Your Move

To celebrate Kia’s 20th year as a Major Partner of the Australian Open and reposition its brand around movement, innovation, and creativity, Bullion and WeAreFearless devised a global social‑first campaign inviting tennis fans to reimagine a rally with Rafa Nadal. Called “Make Your Move,” the campaign tapped over 40 influencers across eight markets, who each shared their own creative “return shot” and challenged their followers to do the same. During the two weeks of the tournament, fans around the world submitted their inventive tennis moves, which were then curated into a celebratory film unveiled at the AO finals. The campaign was amplified across influencer channels (Instagram, Douyin, Weibo), Kia and AO digital platforms, media partners, and even via out‑of‑home screens at Melbourne Park and Federation Square.