Commonwealth // McCann Mexico City
Wed, 20 Jan 2021 16:35:35 GMT
More than two billion plugs. That is the number of outlets that Mexico City has and the number of options that the new Chevrolet Bolt EV to connect and power up.
The ‘Cities’ campaign, created by the Commonwealth//McCann of McCann Worldgroup Mexico, aims to break the misconception that outlets aren’t accessible and the fear of running out of battery in the middle of a city by contrasting the number of outlets and gas stations in each city through beautiful print work.
The initiative focuses on transmitting a well-told truth about the versatility of the product, which has many more supply sources than a traditional car. "Compare the number of outlets in a city with the number of gas stations is graphic and forceful," said Luis ‘Tim’ González, creative vice president of the agency.
He added that “We knew that the craft of the pieces had to be at its highest level and to achieve this we worked with our colleagues from McCann London to bring the piece together where the idea deserved it in terms of art direction. It was a long process, almost handmade. We needed to make an approximate but serious calculation of the number of connectors and to be able to map this information while preserving aesthetic values, it was a great challenge that we overcome successfully.”
The campaign leveraged satellite map technology to collate and identify all the real gas stations in each city and therefore share the real benefit of using an electric car in places like Manhattan or Dubai.
The CEO of General Motors Mexico, Francisco Garza, recently expressed at a company event that “our past has been generous, our present is very good and our future will be even better. It is based on the vision established by Mary Barra, our chairman and CEO: We see a world with ZERO emissions, ZERO accidents and ZERO traffic congestion."view more - Creative
Agency: Commonwealth McCann México and McCann London
VP Creative: Luis ‘Tim’ González
Business Lead: Mariana de Pina
Head of Art: Arturo Velazquez
Associate Creative Director: Evert Santiago
Ilustration: John Martin
Head of Studio: Ellis Faint
Studio Manager: Robbie Maynard
Categories: Automotive, CarsCommonwealth // McCann Mexico City, Wed, 20 Jan 2021 16:35:35 GMT