Cannes Lions

Lost Roads

COMMONWEALTH McCANN, Bogota / GENERAL MOTORS / 2022

Case Film
Case Film
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Overview

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Credits

Overview

Background

In 2020, Colombia’s automotive industry saw a decline by 28% compared to 2019. Chevrolet is the market leader due to its entry level vehicles but in 2020 it lost in volume 12.731 units. In 2021 to recover from sales volume loss, many automotive brands started a fierce price war, especially in the SUV segment, the new Colombians’ favorite. The front-runner in the SUV category is Toyota due to its trajectory and history.

By 2021, Chevrolet needed to increase its foothold in the SUV segment. We needed to increase our LARGE SUVs’ and PickUps’ SUVs’ sales by 20%, representing an increase in market share of 2 points per segment. However, Chevrolet faced an uphill challenge with low credibility in the SUV space and was not a well-positioned competitor. So, we had to demonstrate the capabilities of our vehicles by creating the first content that could reach more than 10 million people.

Idea

In Colombia, for 60 years more than 92,000 km2, called Caquetá, were dominated by guerrillas making it impossible for other people to reach those territories. After the signing of the peace treaty, Caquetá was made accessible, but tourist and even Colombians were still afraid to visit it. Chevrolet had to enter those unexplored lands and change the perception of who were once were part of the guerrilla.

In partnership with Discovery Channel, we filmed Caquetá through a new lens, rediscovering the region’s natural wonder as well as its rich culture. We worked with five former guerrilla communities to share their stories and help them explore new opportunities. We created a 22-minute documentary called “Lost Roads”. A journalist who previously shared the history of the war was the host of our documentary. Lost Roads was premiered on Discovery Channel across Latin America and garnered more than 26 million views.

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