• One Show / Creative Effectiveness / 2020
• Effie / Bronze / Brand Renaissance / 2019
• Effie / Finalist / Brand Renaissance / 2018
• Effie / Bronze / Automotive / 2017
• Effie / Finalist / Automotive / 2016

After 30 years of poor quality, recalls and broken promises, Chevrolet had a problem, they lost consumer trust. Even though their current lineup of cars, trucks, and SUVs were the best quality the company had ever produced, no one believed them. We needed a new, noncorporate, voice for Chevrolet, a voice that could be trusted. The idea: Put the new lineup of Chevrolets in front of real people, and let them do the talking for us.

So, we created our own focus group facilities and hired our own moderator, hid a bunch of cameras and invited unsuspecting non-Chevy owners to take part in a series of surprising social experiments. The campaign, consisting of 117 executions, ran on broadcast, cinema, preroll and digital for 6 years,

The results:

• 38 straight months of year-over-year sales gains.
• Car sales up 32%
• Truck sales up 24%
• Opinion up 16 points
• Consideration up 12 points

Director By: Zach Merck