​Objective: Leverage the launch of the All-New Silverado to attract new, and loyal, truck customers.

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The biggest launch in Chevrolet's history provided an opportunity to re-think Chevrolet's National Truck Tour. To attract both new and existing Chevy customers, we identified lifestyle activities that appealed to both "core" and "opportunity" customers, partnering with a number of prominent lifestyle / outdoor brands to entice new consumers. Leveraging insights from previous consumer engagements, we chose to focus on core product truths within the Chevy Truck lineup to engage and entertain attendees, encouraging social sharing. This tour was also designed to be completely modular – fabricated as Platinum, Gold and Silver kits, based on footprint size. Each kit traveled to targeted events where potential customers lived and played.

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A few of the exciting physical and digital engagements included a fantasy-based towing photo op, a choose-your-own-adventure comic strip, and a giant truck bed sculpture.

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​Location: 50+ cities across the U.S.

Audience: U.S. Consumers

Scope: Creative Director