Cannes Lions

MALIBU

COMMONWEALTH TEAM, Detroit / CHEVROLET / 2014

Case Film
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

Lately we’re all cropping, polishing, and perfecting our lives in social media. But what if we're missing the best moments — the real moments that happen in between.

Execution

We started our conversation by creating a film we called hashtag perfect, shot by the documentary filmmaker Lauren Greenfield. We added bite-sized shorts that were easily shareable and could live in both paid and earned media, from OLA to Facebook to Instagram. We encouraged people to share their real, unfiltered moments by using the hashtag #trulyrich.

Outcome

Right from the start it was clear we struck a chord… We had over 57 million Twitter impressions. The YouTube Homepage Takeover had a click-through rate that was 271% higher than the industry benchmark. Most importantly, #Perfect improved opinion of Chevrolet by eighty-three percent. We started with the seeds of an issue and ended up growing them into a movement; a conversation anyone can join to share those moments that make them truly rich.

Similar Campaigns

12 items

Shortlisted Cannes Lions
THE MAN WHO COULDN'T SELL ANYTHING

COMMONWEALTH McCANN, Buenos aires

THE MAN WHO COULDN'T SELL ANYTHING

2023, CHEVROLET

(opens in a new tab)