Chevrolet: Billboards Into Bags by MacLaren McCann Toronto for Chevrolet

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Chevrolet: Billboards Into Bags

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing, Case study
Market Canada
Agency MacLaren McCann Toronto
Creative Director Sean Davison
Art Director Arron Isaac
Copywriter Natalie Greenspan
Released January 2012

Credits & Description

Where do billboards go when they die? Well, in this case, they went into the hands and onto the shoulders of everyday people. On September 25th 2010, the Cruze launched with one of the biggest media buys in Chevrolet Canada’s history. From billboards and transit shelters, to bus wraps and station dominations, the urban landscape was wallpapered with Cruze ads. But rather than just taking the materials down and shipping them to landfills, we wanted them to live on in a meaningful way. So we collected all the outdoor vinyl, combined it with recycled seatbelts and bicycle inner tubes, then created messenger bags, laptop sleeves, plus oversize totes. The result? Hundreds of highly functional bags made from 100% locally sourced, upcycled materials. But this is just the beginning. Stay tuned for what’s next on Turning ads into bags is just one more way Chevrolet is Driving Our World Forward, one billboard at a time.

Advertising Agency: MacLaren McCann, Canada
Creative Director: Sean Davison
Group Creative Directors: Frank Lepre, Joe Musicco
Art Director: Arron Isaac
Copywriter: Natalie Greenspan
Account Supervisors: Kristina Allinson, Marc Michaels
Designers/ Manufactures: Totem Bags
Public Relations: Jill Thomas Myrick