CHEVY SONIC INTEGRATED by Goodby Silverstein & Partners San Francisco for Chevrolet

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CHEVY SONIC INTEGRATED

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Industry Cars
Media Print, Magazine & Newspaper
Market United States
Agency Goodby Silverstein & Partners San Francisco
Director Brian L. Perkins
Associate Creative Director Andrew Bancroft, Niklas Lilja
Executive Creative Director Hunter Hindman, Jamie Barrett
Creative Director Joakim Borgström
Art Director Javier Torok, Susan Land, David Byrd, Azin Ashourvan
Copywriter Hanna Wittmark, Damian Fitzgerald, Trey Tyler
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Best Digitally Led Integrated Campaign Bronze

Credits & Description

Type of entry: Digitally Led Integrated Campaign
Category: Best Digitally Led Integrated Campaign
Advertiser: CHEVROLET
Product/Service: CHEVROLET SONIC
Agency: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
Advertiser CHEVROLET
Product CHEVROLET SONIC
Entrant GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
Type of Entry: Digitally Led Integrated Campaign
Category: Best Digitally Led Integrated Campaign
Title: CHEVY SONIC INTEGRATED
Advertiser/Client: CHEVROLET
Product/Service: CHEVROLET SONIC
Entrant Company: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
DM/Advertising Agency: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA

Pearl Media ()
Beast ()
Stopp-La ()
Co-Chairman: Jeff Goodby (Goodby Silverstein & Partners)
Executive Creative Director: Jamie Barrett/Hunter Hindman (Goodby Silverstein & Partners)
Creative Director: Joakim Borgstrom (Goodby Silverstein & Partners)
Associate Creative Director: Andrew Bancroft/Niklas Lilja (Goodby Silverstein & Partners)
Copywriter: Trey Tyler/Damian Fitzgerald/Hanna Wittmark (Goodby Silverstein & Partners)
Art Director: Susan Land/Javier Torok/David Byrd/Azin Ashourvan (Goodby Silverstein & Partners)
Director: Brian L. Perkins (Goodby Silverstein & Partners)
Agency Music Supervisor: Todd Porter (Goodby Silverstein & Partners)
Executive Producer: Hilary Coate (Goodby Silverstein & Partners)
Senior Producer: Dan Watson/Jim Vaughan (Goodby Silverstein & Partners)
Assistant Producer: Ryan Wilson (Goodby Silverstein & Partners)
Executive Interactive Producer: Alex Burke (Goodby Silverstein & Partners)
Senior Interactive Producer: Eric Shamlin (Goodby Silverstein & Partners)
Interactive Producer: Andrew Lee (Goodby Silverstein & Partners)
Slim Productions ()
Motion Theory ()
Superstudio ()

Brief Explanation
To launch the Chevy Sonic, we didn’t create a single TV or print ad.

Instead we partnered with extreme-sports stars, musicians, artists and robotics experts to create a series of 100% real, awe-inspiring Sonic firsts that involved our millennial audience, and even asked the Internet to launch the car. Then we used online film, interactive OOH, mobile and digital events to bring fans in.

Sonic helped GM end 2011 as the category leader in new-car sales, with more friends than any other small car, and shifted millennial perceptions of Chevy from being out of touch to being youthful and relevant.