Chevrolet Cruze Launch

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Every product has a story. The Cruze had an awesome one. The challenge was finding a new voice for Chevrolet to tell it. Because as we all know, it’s not just what you say, but how you say. So we created a fresh voice and visual language for the brand and incepted it into every touch point on the consumer journey plausible. The result? A multi-million dollar, cross-platform campaign that encompassed the confident, youthful, aggressive spirit of the Cruze in an culturally relevant, totally disruptive way. Hugely successful, the Cruze didn’t just mark the most successful vehicle launch in Chevrolet Canada’s history; it inspired a new direction for the Chevrolet nameplate globally.

Check-out the media case study below. Or, just skip right to the launch spot below.

Here's the spot that launched the 'World Proven' Cruze. A mix of stills and film shot all over Spain and Prague, along with a fast, dynamic editing style, cut to the now infamous Janelle Monae track made it impossible to ignore on screens across Canada - which was exactly the point.

Along with the launch spot, we cut four feature-focused spots. For the safety one, we pushed the boundaries by splicing actual crash-test footage of the Cruze into the cut. Afterall, as the most crash-tested car in history at the time, we had plenty of it to work with.

Here's the spot we cut for cinemas across Canada during the high-traffic holiday season. We took full advantage of the digital surround sound system by eliminating the voiceover and letting the soulful track take center stage. It's what the people wanted.

A taste of the disruptive outdoor campaign that covered the urban landscape as Chevrolet Canada's biggest media buy in history.

The station domination that put people front and center with the Cruze's extensive safety story.

Rather than just sending the thousands of outdoor billboards to landfills, we upcycled them into bags, laptop sleeves and totes instead.

For the website and digital presence, the illustrious digital team created an interactive video based site that all laddered up to the Cruze being “proven around the world for life in Canada” was created.

Awarded: FWA Site of the Day, Communication Arts, Applied Arts, Digital Marketing Awards.

The site included a mini-documentary on the journey of the Cruze; an insightful look at the car that at the time was carrying the future of Chevrolet on its back. There was also video content for every feature (and there were a lot of them) that we shot, cut, wrote, and voiced (not personally) (thankfully) to breathe life into an experience that was typically nothing more than a brochure with back-lighting. The site wasn’t just a hit with more hits than Chevrolet had ever seen – it was also awarded generously.