Chevrolet: WHEELCHAIRS

Credits & Description:

Advertiser: CHEVROLET
Agency: McCANN ERICKSON
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: WHEELCHAIRS
Chief Creative Officer: Guido Puch
Other Credits: Cinemagica
Art Director: Francisco Guzman
Executive Creative Director: Guido Puch
Other Credits: Pablo Izzi
Copywriter: Patricio Reyes
Account Manager: Carlos Fernandez
Copywriter: Ricardo Corsaro
Creative Director: Ricardo Corsaro

Ambient Execution Description
CHILE LEADS THE SOUTH AMERICAN REGION IN PER CAPITA ALCOHOL CONSUMPTION.DURING THE NATIONAL HOLIDAYS, THE AMOUNT OF TRANSIT ACCIDENTS RELATED WITH ALCOHOL CONSUMPTION SKYROCKETS. IN 2011, DURING THE NATIONAL HOLIDAYS THERE WERE OVER 600 ACCIDENTS AND 25 DEADLY VICTIMS REGISTERED, MOST OF THEM YOUNG PEOPLE BETWEEN 20 AND 28 YEARS OLD.IN ORDER TO FIGHT THIS REALITY, WE CREATED A SIMPLE IDEA.AFTER THE HOME, THE BARS ARE THE FOLLOWING PLACE IN ALCOHOL CONSUMPTION. SO WE REPLACED THE CUSTOMARY CHAIRS… WITH WHEELCHAIRS.ALL OF THE WHEELCHAIRS HAVE A SIMPLE MESSAGE ON THEIR BACK: IF YOU ARE GOING TO DRINK AND DRIVE, THIS MIGHT WELL BE YOUR NEXT VEHICLE. FOR A BRIEF MOMENT, THEY COULD ALL IMAGINE IN A MOST VIVID WAY THE CONSEQUENCES.FAR FROM SELLING CARS, WE GOT OUR AUDIENCE TO PAUSE FOR A MINUTE TO REFLECT ABOUT THIS. A MINUTE THAT MIGHT WELL PREVENT RUINING A WHOLE LIFE.