The All-New 2019 Chevrolet Silverado was on its way, and we knew that product would take over all marketing, so selling the remaining 2018 Silverados became top priority. The problem was that typical pickup truck audiences already knew the product and had either made up their mind or were waiting for the new one. We needed to reach a new audience.
Introducing Silverado Games. The idea was to rethink popular games in ways that showed off the truck. To execute this, we decided to find an online influencer who would not only play the games, but make for an interesting contender to watch. So we found Paul Rabil, the biggest name in lacrosse (also the fastest growing sport in the country).
Awards
Introducing Silverado Games. The idea was to rethink popular games in ways that showed off the truck. To execute this, we decided to find an online influencer who would not only play the games, but make for an interesting contender to watch. So we found Paul Rabil, the biggest name in lacrosse (also the fastest growing sport in the country).
Awards
- 12/2019: The D Show (Adcraft Detroit) – Shortlist: Digital
Case Study Video
| Campaign Overview |
The Games
Silverado Skee-ball
Silverado Cornhole
Behind the Scenes
Credits:
- Creative Leadership: Iain Lanivich
- Group Creative Director: Tony Kause
- ACD/Art Director: Dan Willey
- Sr. Producer: Tom Shea
- Art Director: Kirby
- Copywriter: Sara Lepley
- Platform Strategy: Danny Olson & Benjie Klein
- Production: Red Summit
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