Role: Concept, Creative Director, Copywriter
Agency: Goodby Silverstein & Partners
Team: Joe Gielniak (AD)
Lots of companies tout their global presence, but few tell customers why they should care. We set out to change that for the U.S. launch of Spark – Chevy's first global car.
We translated the "Importing Our Export" tagline in the CRM space by commissioning emerging artists from Spark markets abroad to design collectible postcards inspired by its USPs: Global, Space, Technology and Safety. The campaign illustrated product details in contextually relevant ways while rekindling the joy of getting postcards from around the world.
We saved the client $60K by printing simple yet collectible postcards, enough to capture value-added YouTube content that celebrated the car's cultural influences. Given the tight budget, we provided remote creative direction to filmmakers in Berlin, Italy and New Delhi and edited the footage locally.
While the launch of Spark has long since passed, the content we created is timeless.
Copy: PEACE OF MIND / Some of smartest features in the all-new 2013 Chevrolet Spark are ones you can’t see. But you’ll be glad to know they’re there. Like 10 standard airbags. Standard Hill Start Assist to help you get over the hump. And, the standard StabiliTrak Electronic Control System, antilock brakes and Brake Assist, which all help you hold your ground in not-so-nice weather and road conditions. Archan Nair, Dance of the Dragonfly, India
COPY: ROOM FOR INTERPRETATION / Welcome to a space that you define. A just-right-sized inside that fits your outside world. With four doors and 86.3 cubic feet of passenger space, you and three BFFs won’t have any trouble getting situated. And, the handy 60/40 flip-and-fold rear seat lets you easily create 31.2 cubic feet of cargo room. With entourage or flying solo, the all-new 2013 Chevrolet Spark is your place to shine. Beppe Giacobbe, Untitled, Italy
COPY: SPARK YOUR WORLD / When it comes to conquering the urban jungle, no ordinary ride will do. You need a car with passport stamps. A globe-trotting, color-rocking, tech-savvy, fun jockey that fits your life, friends and ridiculously tight parking spots. And makes people who said you don’t need a car in the city think again. At last, the mini car that’s built and loved around the world is finally coming to the U.S. Introducing the all-new 2013 Chevrolet Spark. Olaf Hajek, Voyage, Voyage, Germany/New York
Copy: CONNECT WITH EVERYTHING / Go ahead. Call a friend. Stream music with Pandora Internet Radio® or Stitcher Smart Radio.™ Do the driver’s seat shimmy to an iPod® playlist (and make the guy next to you at the stoplight jealous of your moves). Take your photos and contacts on the road. Or watch a movie when parked. All it takes is the touch of a finger with the new available Chevrolet MyLink infotainment system. And you can get it in the all-new 2013 Chevrolet Spark. Good Wives and Warriors, Untitled, Germany