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Chevrolet Shows That Being a ‘Black Sheep' Is an Invitation to Go Further in Latest Campaign

Creative 29 Add to collection

Commonwealth // McCann's latest piece of work turns the brand's bowtie into an attitude change.

Chevrolet Shows That Being a ‘Black Sheep' Is an Invitation to Go Further in Latest Campaign

Some new Chevrolet models, such as its trucks, began a subtle but radical change a few months ago: the classic gold 'bowtie' of the brand's logo became black. The brand's recent design changes, such as bolder grills and sportier lines, make the slogan 'find new ways' a reality that is born in the automotive design tables and is embodied in the driving experience.

To capture these advances of the brand, Commonwealth // McCann created the Black Bowtie campaign, where it exhibits the black logo as an analogy of the dark side that we all have.

In this way it reflects that part inside of all of us that invites us to get out of the norm, out of the usual mold. The initiative is primarily a celebration of people with this attitude rather than a sample of changes in the product.

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Client: GM

Marketing Lead COL & Content Mkt COL-ECU: Diana Reynoso

Marketing Lead Chile-Perú-Uruguay -Paraguay-Bolivia: Macarena Bravo

Regional Business Leader & Creative Leadership Council Director: Samuel Estrada

Regional Creative Director: Alejandro Bermúdez

Account Directors: Gaëlle Bouletreau / Cristian Dittborn

Account Executives: Beatriz Cubillos / Stephany López / Javiera Romero

Content: Luis Cortés / Javier Cáceres

Copywriters: Alejandro Bermúdez / Alejandro Cardona

Art Directors: Niccolo Alarcón

Producer: Alejandro Sánchez

Production Company: Cinemágica

Film Director: Marilina Pérez

Genres: People, Storytelling

Categories: Automotive, Cars

Commonwealth // McCann Mexico City, Tue, 16 Nov 2021 09:46:03 GMT