scott wolf
associate creative director / writer
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Shattering Perceptions Campaign Effies

Shattering Perceptions Campaign

Chevrolet has over 100 years of history, but the last few have not been kind. Sales, share and brand health were all in decline, a slump that accelerated in 2008. It seemed a case of familiarity breeding contempt: people thought they knew everything there was to know, much of it negative, so many of them found Chevy irrelevant. We had to find a way to reverse the slide, and discovered that surprise could work in our favor to shatter the negative perceptions. 


The Awards

2019 Bronze Effie Award — Renaissance