Chevrolet had already made headlines for its innovative Teen Driver technology with in-vehicle Report Card, but we knew that story had more fuel left in the tank. To capitalize on the month (August) most teens were turning sixteen — the age when U.S. teenagers are eligible to receive their driver’s licence — and to announce the technology was being made available on nine additional models, we surveyed parents to find out what worries them most about raising a teen. The survey revealed that driving ranked higher than sex, drugs, alcohol and bullying. To bring the story to life, we juxtaposed the survey results with footage of teens (being teens) behind the wheel, and issued a press release along with impactful video, b-roll, photography and infographics. The story was picked up by Good Morning America, ABC News and many auto and lifestyle outlets.
All content below was created with the purpose of providing to media to support the media release. These assets were embedded into many of the articles.
All content below was created with the purpose of providing to media to support the media release. These assets were embedded into many of the articles.
Program Video
Infographics
Photography
Credits:
My team's role was to lead all content creation to support the program. Original concept by Tony Kause. Driving footage obtained from Commonwealth//McCann.
My team's role was to lead all content creation to support the program. Original concept by Tony Kause. Driving footage obtained from Commonwealth//McCann.
- Executive Creative Director: Iain Lanivich
- Creative Director: Tony Kause
- ACD/Copywriter: Jaime Perry
- Copywriter: Tommy Simon
- Art Director/Designer: Ashley Ruen
- Producer/Editor: Cassie Kline
- Earned Media: Kara Tagle
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