senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Why Chevrolet Ditched LATAM Football Shirt Sponsors in Favour of Bicycles

13/03/2019
Advertising Agency
Santiago, Chile
176
Share
Commonwealth//McCann Santiago marks Car Free Day with smart initiative across Chile and Ecuador

Latin American cities are being impacted by the highest traffic congestion. On International Car Free Day, Chevrolet and Commonwealth//McCann Santiago aimed to raise awareness around the responsible use of cars with 'The day Chevrolet supported another vehicle'. 

Chevrolet, as the main sponsor of two of the most important soccer teams of Chile and Ecuador - Universidad de Chile and Liga Deportiva Universitaria de Quito - switched its sponsorship logos on the teams' shirts to that of a bicycle, eoncouraging spectators to consider it as a means of transportation. 

“In our purpose to help our clients’ brands to play a meaningful role in people's life, we seek to provide creative ideas that cause an important impact in audiences of Chevrolet,” says José Ignacio Solari, CCO of McCann Santiago. “Through campaigns like this, we motivate brand strategies with purpose, which generates a positive popular culture for the sustainability of all as a society”.

The project came about as Chile discusses new laws around vehicle ownership and ways to encourage more environmentally sustainable city models.

Supported by #DíaMundialSinAuto(#InternationalCarFreeDay), it achieved +73% positive references, +25mm prints in all the region, U$870.000 earned media. Where public figures from government of each country highlighted the initiative by Chevrolet and the soccer players of both teams joined organically to take the initiative forward into their own social networks.

Brand
Agency / Creative
Production
Post Production / VFX
SIGN UP FOR OUR NEWSLETTER
Work from McCann Santiago
Data Pump
NotMayo/NotCo
17/06/2024
13
0
Suburban Paparadzzi
Chevrolet
17/06/2024
5
0
Forest Fires
CONAF / Government of Chile
24/02/2023
5
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0