Background:

The image of the Chevrolet logo "gold bowtie" is deeply rooted among people, but the meaning of the Chevrolet black bowtie is less well known. Meanwhile, Chevrolet is moving towards a new stage of brand development and hopes to use the campaign of the black bowtie to enhance the brand recognition of “powerful,” which drives Chevrolet's overall brand upgrade goal.

Insight:

We see that black is a powerful color that gives the impression of being strong and premium. Since the beginning of civilization, black was not invented by anyone, but was born so by nature. The premium and powerful black have driven the progress of technology and even the development of human civilization.

Execution:

We started from the origin of black, integrated its development into the grand narrative of the progress of human civilization. The whole video created a visual feast by using abstract elements, film-like quality, smooth and fast-paced editing style, and concise and intriguing copywriting. It gave consumers a strong sensory stimulation and deepened their perceptual cognition of the Chevrolet black bowtie.

Result:

The total exposure of this video is over 350 million times, with over 2.41 million clicks, and an additional 62% of the exposure is gained due to users’ forwarding and repeated watching; The video gets 90% more likes than the previous average. The overall search volume increases by 92.97%; The social platforms are even more blooming. On WeChat/ Xiaohongshu/ Douyin/ Bilibili and other platforms, the overall play volume is about 89.243 million, and the total number of interactions exceeds 2.29 million.