CAMARO CONVERTIBLE AUTO SHOW POSTER by Goodby Silverstein & Partners San Francisco for Chevrolet

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CAMARO CONVERTIBLE AUTO SHOW POSTER

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Industry Cars, Sport Cars
Media Design & Branding
Market United States
Agency Goodby Silverstein & Partners San Francisco
Executive Creative Director Rick Condos, Hunter Hindman
Copywriter Terry Orsland-Burns
Photographer Igor Panitz
Released November 2010

Credits & Description

Category: Posters
Advertiser: CHEVROLET
Product/Service: CAMARO
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Nov 17 2010
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Co-Chairman/Partner: Jeff Goodby (Goodby, Silverstein & Partners)
Executive Creative Director: Hunter Hindman (Goodby, Silverstein & Partners)
Executive Creative Director: Rick Condos (Goodby, Silverstein & Partners)
Group Creative Director/Art Director: Mike Barton (Goodby, Silverstein & Partners)
Copywriter: Terry Orsland (Goodby, Silverstein & Partners)
Photographer: Igor Panitz
Print Producer/Art Buyer: Jim King (Goodby, Silverstein & Partners)
Account Manager: Nash Zamzow (Goodby, Silverstein & Partners)
Operations Manager: Jasmine Arakel (Goodby, Silverstein & Partners)
Senior Digital Artist: Shawn Robertson (Goodby, Silverstein & Partners)
Assistant Account Manager: Ricardo Hieber (Goodby, Silverstein & Partners)
Media placement: P.O.S. Poster/Booklet - Los Angeles Auto Show - November 17, 2010

Describe the brief from the client
The client asked us to create an exciting piece to announce to the world the long-anticipated 2011 Camaro Convertible at the LA Auto Show.

Describe the challenges and key objectives
Challenges: The vehicle was launched in the winter, not the typical convertible season. We had to turn that into a positive, hence the car being portrayed in a cool, wintery environment with the warm glow from the interior.

Key objectives: 1) showcase the unique design and product features in a clear and compelling way, 2) create a piece that brand loyalists will be excited about and will want to take home and put on their wall, 3) create a piece that will create interest among new consumers and draw them in to further engage with the Camaro.

Describe how you arrived at the final design
The idea came from an experience that the creative team had while driving a convertible at night with the top down and heater on. They loved this feeling and felt it would be unique to convey this to consumers. Seeing a convertible at night deviates from the expected sun-and-beach shots that consumers are accustomed to seeing in advertising, so our approach is a way to convey an unexpected look at the convertible lifestyle through the Camaro Convertible. We loved the idea of having a fold-out poster from what looks like a rather normal collateral book.

Give some indication of how successful the outcome was in the market
We heard time and again from people who passed out the piece at the event that consumers were very excited about it. They felt that Chevrolet did a good job of showing a different side to the convertible lifestyle, and consumers found this refreshing coming from Chevrolet.