CHEVROLET
The Canadian Dream

IDEA:
In the eyes of consumers, Chevrolet was an American car brand that wasn’t made for Canadians. So to help connect with them, we launched a new master brand platform that positioned the automaker as a brand that supports every Canadian’s pursuit of their dreams.

Over 27 days, we drove across the country to capture the dreams of inspiring, real Canadians. We then kicked it off with an unbranded campaign that generated conversation before announcing that Chevrolet was the brand behind it all.