• Cannes Lions / Bronze / Activation
• Cannes Lions / Shortlist (x4)
• Effie / Bronze / Auto
• LIA / Silver / Social Media
• LIA / Bronze / Brand Content
• New York Festivals / 2nd Place / Branded
• Creativity A-List / Shortlist

Ford was launching their all-new aluminum F-150 –a potential game-changer for the industry and disaster for the steel Chevy Silverado.

To cast doubt on aluminum, 200+ Truck Guys were each invited into a room with two large metal cages– one made of steel, the other aluminum. A 700-pound grizzly bear was then released into the room, forcing guys to lock themselves in the cage they thought was stronger.

During the three-day activation, video content was gathered and seeded across social media and television. Chevy Silverado became the top trending truck of 2015 on google. Sales lept 33.9% vs 4.8% for Ford in July alone.

Directed By: Zach Merck