Campaign details

Brand: Chevrolet
Brand owner: General Motors
Lead agency: Commonwealth McCann
Country: Mexico
Industries: Automakers & marques
Media channels: Cinema, content marketing, Online display, Online video, Social media, Television, Websites & microsites, Word of mouth, advocacy
Budget: 3 - 5 million

Executive summary

Conquering the heart of the new generation

Chevrolet has built its name over the years, becoming a brand of tradition in Mexico. Over the past four years, Find New Roads has become a mantra, but real brand rejuvenation hadn't been completed.

We needed a strong brand statement that could change the perception of 'old-fashioned' and restore our net momentum. We were inspired by the new generation of drivers and created a real-life campaign that won their hearts, one story at a time.