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.
2019 Bronze Effie Award — Renaissance