Cannes Lions

Corvette Blur Catalog

COMMONWEALTH//McCANN, Detroit / CHEVROLET / 2021

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Overview

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Credits

Overview

Background

People at car shows are inundated with car information, i.e. leaflets, brochures, handouts. To standout from all the car clutter, we created a very different brochure, the ‘Corvette Blur Catalog’. After all, the Chevrolet Corvette goes from 0 to 60 miles per hour in 2.8 seconds, which means the world will go by in a blur, as does every picture in the catalog.

Idea

This single-message catalog uses the power of repetition and dynamic design to make an unforgettable point about the 2021 Corvette.

The eighth-generation Corvette Stingray is the highest performance production Corvette ever, thanks in part to an all-new mid-engine design and a stronger, yet lighter chassis. The bottom line is that the 2021 Corvette is very fast.

To articulate this single point in a most emphatic way, a special version of the 2021 Corvette catalog was created. The short story within the catalog begins with the cover words: “THE 2020 CORVETTE STING RAY IS VERY, VERY…”

The story continues in chant-like form repeating the word “very,” coupled with gorgeous, blurred images of the Stingray in action. Even the wheels are spinning on the wheels spread. The payoff is revealed on the back cover with the “very” chant culminating in the word “FAST.”

And for many, that’s all that really matters.

Execution

This single-message catalog uses the power of repetition and dynamic design to make an unforgettable point about the 2021 Corvette.

The eighth-generation Corvette Stingray is the highest performance production Corvette ever, thanks in part to an all-new mid-engine design and a stronger, yet lighter chassis. The bottom line is that the 2021 Corvette is very fast.

To articulate this single point in a most emphatic way, a special version of the 2021 Corvette catalog was created. The short story within the catalog begins with the cover words: “THE 2020 CORVETTE STING RAY IS VERY, VERY…”

The story continues in chant-like form repeating the word “very,” coupled with gorgeous, blurred images of the Stingray in action. Even the wheels are spinning on the wheels spread. The payoff is revealed on the back cover with the “very” chant culminating in the word “FAST.”

And for many, that’s all that really matters.

Outcome

We created a catalog more fitting for a super car capable of traveling 0 to 60 mph in under 3.0 seconds. The entire catalog uses blurred photos to represent speed and language that builds throughout the book to reveal a very simple point. The point? The C8 is very, very, very fast.

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