Chevrolet: CAMARO CONVERTIBLE AUTO SHOW POSTER

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.