Client: Chevrolet / Presentation
Brief: Assign a new meaning to Chevrolet's logo.
Background: The problem we are facing right now is that, the majority of people in China have misconception about Chevrolet’s logo. They associate the logo with a cross or ambulance, and anything that’s related to poor health is seens as ominous. We want to change that, so we decided to assign a new meaning to Chevrolet’s logo.
The spirit of Chevrolet is fun, creativity and sharing. We want to bring these feelings to the target market in China, especially the fun part. To capture the feeling of fun, we decided to turn the Chevrolet logo into a game controller. Let people use it to take the joy of driving to the next level.
We created a integrated campaign, which includes TV commercial, outdoor ad, a cooperation with Nintendo and an event. In doing so we not only changed the misconception about Chevrolet’s logo, but also put a “fun” touch into driving.
Credit: Eric Flewelling, Parker Sessa, Taiyou Chen, Hao Huang, Tianyu Shi, Zhen Feng
2017 One Show China Youth Creative Competition - Silver
2018 Mid-Michigan ADDY's - Gold