Chevrolet Design & Branding MOTOR BOX by WMcCann Brazil
Chevrolet: MOTOR BOX
Credits & Description:
Category: Self Promotion
Advertiser: CHEVROLET
Product/Service: CAMARO
Agency: WMcCANN
Date of First Appearance: Jul 21 2010
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
Chief Creative Officer: Washingto Olivetto (WMcCANN)
Creative Director: Eric Sulzer (WMcCANN)
Copy writer: Fabio Seidl (WMcCANN)
Creative Assistant: Cadu Batista (WMcCANN)
Producer Director: Marcelo Hack (Burti)
Agency Producer: Marcelo Pinto (Burti)
Account Director: Rodrigo Perri (WMcCANN)
Account Supervisor: Aline Garcia (WMcCANN)
Account Supervisor: Michelle Zeger (WMcCANN)
Account Assistant: Murilo SantoAndre (WMcCANN)
Media placement: Temporary Exhibition - 27th International Automobile Trade Show - 27 October 2010 - 12 Days
Describe the brief from the client
Communicate the comeback of a legend among the cars: the Chevrolet Camaro. Attract the attention of car enthusiasts.
Describe the challenges and key objectives
To get noticed by an audience that already have a lot of information and material about cars. To create a unique, brand new piece that can make even the most car fans want to read it.
Describe how you arrived at the final design
The design was inspired by one of the most notable parts of the new Chevy Camaro: its motor.
So, we transformed the motor shape into a box and created more than a simple direct or promo piece, but a real collector item with a Chevrolet Camaro exclusive and official book inside, plus a DVD with the car's history, a poster inside a exhaust tube replica and a collector's die cast miniature.
Give some indication of how successful the outcome was in the market
It become an object of desire. During the Sao Paulo motor show, one of the most important auto shows in the world, hundreds of copies of this box were distributed in seconds. Internet forums and car specialized blogs discussed about it. Some copies of the new Camaro's motorbox were put for sale in auctions websites. Until today, Chevrolet receives emails from cars collectors asking for the Camaro famous box.