2021 General Motors "Exhibit Zero" Virtual CES Activation & "EVerybody In" Brand Campaign

In 2017, GM Chairman and CEO Mary Barry, announced a vision of Zero Crashes, Zero Emissions and Zero Congestion. As a planned opening keynote speaker at the 2021 Consumer Electronics Show (CES), Mary's goal was to provide an update. What wasn't planned was a pandemic that would cause this entire conference to go virtual. We couldn't rely on a pre-taped keynote, so we created "Exhibit Zero" as a way to provide media, consumers and employees with all the information needed to believe this vision is attainable. Over the three day event, we released over 30 videos of GM leadership keynotes, panels and tech influencer + SME (subject matter expert) interviews. According to Yahoo Finance, the GM stock price reached an all-time high after CES, increasing 17%. GM’s market cap also increased by $12 billion, as noted by CNBC. GM.com saw its daily average visits increase by 57%, while ExhibitZero.com saw 140K visits throughout the conference. GM’s electrification visibility across social increased by 220%, while positive social mentions increased by 43%. See press release.

Although GM's "EVerybody In" brand campaign was officially launched at CES, it wasn't seen by the public until Will Ferrell's "No Way Norway" Super Bowl commercial, and the viral pre-game banter with the entire country of Norway.

Awards:
General Motors: “Exhibit Zero” Virtual CES Activation & “EVerybody In” Brand Campaign
Associated with Weber Shandwick (Our team led creation of the 30+ video keynotes, panels and influencer + subject matter expert interviews that filled the Exhibit Zero experience. We also led social and influencer strategy and creative.)
Lead Agency: McCann Detroit

• 03/2022: PRWeek Awards – Winner: Best in Technology “Exhibit Zero”
• 06/2021: Cannes Lions – Shortlist: Creative Strategy / Products & Services
• 06/2021: Cannes Lions – Shortlist: Creative Strategy / Brand Strategy
• 06/2021: The One Show – Finalist: Integrated/Brand Transformation
• 06/2021: The One Show – Shortlist: Creative Effectiveness/Single Country/Consumer
• 06/2021: The One Show – Shortlist: Integrated/Innovation
• 06/2021: The One Show – Shortlist: Integrated/Branding Campaign
• 06/2021: The One Show – Shortlist: Sustainable Development Pencil
• 06/2021: The One Show – Shortlist: Green Pencil
• 06/2021: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Branded Entertainment
• 05/2021: Webby Awards – Finalist: Virtual or Remote / Best Festival or Conference “Exhibit Zero”

General Motors: "No Way Norway" Super Bowl Campaign ft. Will Ferrell
Associated with Weber Shandwick (Our team led creative/strategy/execution on PR and Social Media; responsible for engaging the country of Norway into the conversation and dropping Will's halftime entertainment on GM's Twitter.)
Lead Agency: McCann Detroit

• 06/2022: The D Show (Adcraft Detroit) – Winner/Black: Best of Branded Entertainment
• 03/2022: PRWeek Awards – Winner: Best in Influencer Impact

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"EVerybody In" Case Study Video

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"Exhibit Zero" Case Study Video

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"Exhibit Zero" Virtual CES Teaser

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Exhibit Zero Creative Credits:

• Lead agency: McCann Detroit
• Creative Leadership: Matt Canzano & Iain Lanivich
• Creative Directors: Tony Kause, Joe Gielniak, Nick Allen
• Writers: Iain Lanivich, Nick Allen, Mike Davis
• Creative & Influencer Strategist: Danny Olson
• Production: We The People
• Post-Production: McCann Detroit's Craft

EVerybody In Creative Credits:

• Lead agency: McCann Detroit
• Creative Leadership: Matt Canzano & Iain Lanivich
• Creative & Influencer Strategist: Danny Olson
• ACD/Art Director: Cleveland Thrasher
• Sr. Copywriter: Nate Paulson
• Editor: Zen Grey