McCANN, Mexico City / CHEVROLET/ GENERAL MOTORS / 2020
One of the biggest barriers to buying an electric car is the idea that there are not enough charging points. Luckily, the Chevrolet Bolt EV can be charged using any regular plug.
The print ads used satellite maps and Google technology to collate and identify all the real gas stations in major cities, like Manhattan and Dubai, and, thus, show the real benefit of using an electric car in many places, even if they are dissimilar.
We were driven by the color and the crafting of “Huichol art.” Most Huichol patterns and designs have religious and cultural significance that are fantastically intricate, spiritually and brilliantly colorful. These patterns can be found on a wide variety of objects, carved and beaded, including masks, gourds and musical instruments, and can be embroidered on clothing objects such as belts, sashes and side bags.We ended up heading the opposite way to the current times and created an almost handmade campaign, as immediacy was out of place. However, this took time and patience.
With 30 thousand dollars investment in production and less than 50 thousand in media investment, we got more than a million dollars in earned media by being published in more than 50 magazines, blogs, and car related digital media around the world.