• ADC / Bronze / Print
• One Show / Shortlist / PR
• New York Festivals / Finalist
• CA / Award of Excellence
• Creativity / Best of Print 2016
• D Show / Gold / Best of Show
• D Show / Black / Best of Print
• D Show / Black / Best of Social Media
When Prince died suddenly on April 21, 2016, Chevrolet thought it appropriate to recognize the iconic cultural link between Prince and Corvette, immortalized in his 1982 hit “little Red Corvette.” It was important that the tribute be in recognition of Prince and not about Chevrolet.
Since this was a tribute to Prince, we did not include any Chevrolet, Corvette or General Motors branding. It was a simple message recognizing loss and a unique relationship.
The post caused a positive sensation with over 14.5k shares on Twitter in the first 12 hours and struck just the right cord.
Here’s what Creativity had to say when they voted it into the top ten of the year’s best ads, “At #9 in the print/design category is Chevy's timely tribute to Prince following the singer's death in April. This simple, well-executed image, which ran first on Twitter and then as a national press ad, represented a graceful blend of history, brand and a powerful moment in culture.”
The ad had such an impact that it even made its way onto Jeopardy.
• D&AD / Wood Pencil / Press Campaign
• D&AD / Shortlist / Outdoor
• Clios / Shortlist / Print
• One Show / Shortlist (X2) / Print
• CA / Shortlist (X2) / Magazine
• D Show / Silver / Print
In 2016 there were over 7 million motor vehicle crashes in the US according to the National Highway Traffic Safety Administration. Alongside increases in passive safety technology to protect occupants in the event of a crash, new active safety technology that helps drivers avoid accidents is on the rise. Once the exclusive domain of luxury brands, active safety technology is no longer only for the wealthy, but a vehicle feature that mass market consumers increasingly demand.
• D&AD / Wood Pencil / Press and Outdoor
• D&AD / Shortlist (X2) / Press and Outdoor
• One Show / Shortlist (X2) / Newspaper
• CA / Shortlist (X4) / Newspaper
• D Show / Black-Best in Show / Print
• D Show / Silver (X2) / Print
Our research showed that people were reluctant to try our flagship electric car because of the perceived learning curve required to operate one. This campaign was designed to overcome that perception. By comparing the instructions for using a Chevy Bolt with simple, ordinary products everyone already knows how to use—like a toaster, a vacuum and an electric toothbrush—people could visually see that owning a Bolt couldn’t be simpler.
• CA / Award of Excellence / Campaign
It’s common knowledge that Chevy cars and trucks are affordable. What’s not common knowledge, is the fact that they are among the safest as well. It was our job to create a print campaign that touted Chevy’s Active Safety Technology –technology that protects drivers and passengers through a combination of sensors, cameras, and interventions that stop crashes before they happen.
To communicate this, we found outrageous real world examples that demonstrated just how dangerous driving can be and how important it is to stay one step ahead of the idiots out there.
To emphasize that the new Camaro was more sophisticated than Camaros of old, we completely changed the media mix. Instead of car magazines, we ran ads in fashion and design publications to introduce the Camaro to a whole new audience. We worked with BlackBook and fashion photographer David Roemer to shoot this Mila Kunis cover story that seamlessly combined fashion and sheet metal.
* Lürzer's Archive
• CA / Best of Automotive
• Creativity / Ad of the Day
Honoring classic cars and held every year on Woodward Avenue in Detroit, the Dream Cruise is the largest one-day automotive event in the world. We were lucky enough to produce these outdoor boards that honor one of the most beloved cars of all time. Later, Archive and Communication Arts honored us by including them in their "best of" editions.
Half of teenagers use their seatbelts. Chevy Teen Driver Technology is a suite of safety features designed to make teen driving safer. It includes a feature that automatically mutes the audio until the driver and front passenger properly fasten their seat belts.
The client asked for long-copy ads to run in buff books (Car and Driver, Motor Trend, etc.) for three performance-oriented Chevy SS models. Bored of traditional long-copy ads, we took a more conceptual approach—mostly to amuse ourselves, and in turn, hopefully the readers.