With the launch of the All-New Chevy Silverado, our traditional truck buyers were engaged—but this was a truck for everyone, so we needed to reach a broader audience. Partnering with LEGO and Warner Brothers, we created a social-first campaign that spoke directly to a new demographic, making sure every piece of content was tailored not just to the audience, but to the platform.
We started by playfully challenging the myth that no one has their sound on while using social media. Next, we addressed the fear of livestreaming with separate endings for Twitter, Facebook, and Instagram. Finally, we turned viewers into Master Builders with a one-of-a-kind Instagram Story using stop-motion, letting them build their own LEGO Silverado.
The results were remarkable: of nearly 12 million paid Facebook views, 66% watched with their sound on—214% above Facebook’s average. Our unique Instagram Story achieved a 60% completion rate, despite nearly 30 individual taps. The campaign proved that if you speak to a new audience in the language they understand, they will engage.
Awards:
"Master-Building the All-New Silverado" Social Campaign
“Making Everyone a Master Builder” Instagram Story
We started by playfully challenging the myth that no one has their sound on while using social media. Next, we addressed the fear of livestreaming with separate endings for Twitter, Facebook, and Instagram. Finally, we turned viewers into Master Builders with a one-of-a-kind Instagram Story using stop-motion, letting them build their own LEGO Silverado.
The results were remarkable: of nearly 12 million paid Facebook views, 66% watched with their sound on—214% above Facebook’s average. Our unique Instagram Story achieved a 60% completion rate, despite nearly 30 individual taps. The campaign proved that if you speak to a new audience in the language they understand, they will engage.
Awards:
"Master-Building the All-New Silverado" Social Campaign
- 11/2020: MMA Smarties X – Gold: Mobile Video
- 11/2020: MMA Smarties X – Gold: Mobile Social
- 04/2020: Shorty Awards – Winner: Automotive
- 04/2020: Shorty Awards – Gold: Video
- 12/2019: The D Show (Adcraft Detroit) – Winner: Best in Show
- 12/2019: The D Show (Adcraft Detroit) – Winner: Best in Digital
“Making Everyone a Master Builder” Instagram Story
- 04/2020: Shorty Awards – Winner: Instagram Stories
- 12/2019: The D Show – Shortlist: Digital
- 11/2019: The Drum Social Buzz Awards – Finalist: Most Innovative Use of Social
Case Study Video
| Campaign Overview |
"Making Everyone a Master Builder" Instagram Story
Actual LEGO Silverado Time-lapse
Shorty Awards Interview
Campaign Images
Credits:
In collaboration with Commonwealth//McCann, LEGO and Warner Brothers.
In collaboration with Commonwealth//McCann, LEGO and Warner Brothers.
- Creative Leadership: Iain Lanivich
- Sr. Copywriter: Tommy Simon
- Art Director: Kirby
- Producer: Cassie Kline
- Production: Warner Animation Group & Animal Logic
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