the original search engine for real life
While we usually begin our searches online, the best place to find answers is in the real world. To unify the brand across markets, we positioned Chevrolet as the vehicle for real life searches.
After a successful global launch in Mexico, South America, South Korea and China, the work elevated the brand from a practical choice to an aspirational icon.
Instead of focusing on sheet metal and product features, we brought to life 'stories of search’ experienced in a Chevy. Each vignette was captured with warm tones and passenger POVs to add depth and humanity to the brand, while the headlines posed different search queries to draw viewers in.
In social, we didn't just resize print and billboards. We took a deeper dive into every search story via videos, cinemographs, carousels, stories and more. The content launched the campaign on each country's respective profile, inviting our followers to embark on searches of their own.
© Kelly McGuckin 2021