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.

RECOGNITION:
The Effies - Local Market Success

PRESS:
Adweek, AdAge, The Shots, Strategy, Creativity Online, The Drum, Little Black Book, Buzzfeed.

TEAM:
Chief Creative Officer / Writer: Darren Clarke
Executive Creative Director: Josh Stein
Art Director: Nick Noh
Producer: Emily McKay, Sarah Michener
Production: Soft Citizen
Director: CoLab
Editor: Danica Pardo, Saints Editorial
Assistant Editor: Cam Lasovich, Saints Editorial
Colourist: Wade Odlum, Alter Ego
Assistant Colourist: Mariya Guzova
On-line House: Fort York
Flame Artists: Ernest Mordak & Andrew Rolfe
Assistant Flame Artist: Melissa Vasileiv
Audio House: Grayson Matthews