Chevrolet: Lost Roads

Chevrolet, a car manufacturer, collaborated with a filmmaker and a war reporter to release a film about the safety of the old guerrillas territory, generate awareness of its 4x4s and increase market share.

Background

Chevrolet SUV’s in Colombia are not the first choice for consumers. Brands like Toyota and Ford have been leading the SUV market by far for decades. More than just another brand campaign, we needed to create an action that would generate awareness about our 4x4s and serve as a demo of their capabilities in the most difficult terrain.

We wanted to create a campaign that was not only to be seen, but also to be shared. One that would reach the hearts of all Colombians and allow us to increase our market share in the SUV market.

Idea

In...

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