Chevrolet and McCann Shanghai launch inaugural brand campaign for the Chevrolet Black Bowtie China – Campaign Brief Asia

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Chevrolet China and McCann Shanghai have launched the first brand video for the Chevrolet Black Bowtie emblem, since entering the Chinese market in 2005. Embodied through the exploration of the significance and striking visual impact of the color “black”, the Chevrolet brand value “born powerful” echoes the spirit of youth It is today’s China that dares to break through and pursue their strong selves.

The three-minute video was shot in a sci-fi blockbuster style. Magnificent scenarios—shown frame by frame, depicting the fundamental “black” substance and how black is assimilated into people’s everyday lives and aesthetic consciousness.

“We saw all the things that symbolized the color black, all the history and mythology. From coal fire to black iron forged into tools by early settlers, to oil which was the lifeblood of the industrial age, and to today’s era of science and technology, black is considered by many to be the most advanced and purest of human aesthetics. creature. Through different imagery, the goal is to convey that black itself is a symbol of innate power. It embodies the essence of the Chevrolet brand: Born Powerful”, said Yaho Yeh, executive creative director of the Chevrolet McCann Shanghai team.

Director Fu Binbin takes advantage of a myriad of visual surprises to bring the film to life. From black calligraphy in traditional ink washes, to stunning moments of women breaking through the glass. This sequence is designed to convey a palpable sense of power.

With McCann’s help, Chevrolet also built a series of Black Bowtie pop-up stores, to provide a more immersive brand experience.

Chevrolet and McCann Shanghai launch inaugural brand campaign for China's Chevrolet Black Bowtie

The event team discovered a carbon black nanotechnology paint that absorbs more than 99.8% of the light hitting its surface, creating a black finish. This black paint was used to cover three large geometric objects; triangles, cubes and spheres – placed in the cities of Chengdu, Xi’an and Changsha. This Chevrolet pop-up shop is attracting attention and generating buzz on social media.

Brands often represent a more prestigious and elite position by launching a “black series”. Within the product itself, black also often represents higher performance. Cars are not excluded from this.

SAIC-GM Chevrolet brand director, Vincent Fang, said: “The Black Bowtie series will play an important role in this critical phase for the advancement of the Chevrolet brand. Through this campaign, we hope that the message of ‘born strong’ will align with China’s youth pursuit of individuality, as well as to strengthen their recognition of Chevrolet, and for the essence of the Black Bowtie brand to resonate and carve out a place. in their life.”

“This is the first brand-level communication of the Chevrolet Black Bowtie since it entered the Chinese market in 2005. Shortly after we started working on the campaign, there was a resurgence of the epidemic in Shanghai. The lockdown of more than two months presented a huge challenge for us; starting from daily discussions, ideas, presentations, even shooting and post-production… can only be done online. Nonetheless, with great team spirit, with everyone taking part in the success of the project, and the tremendous trust and support from clients, we made it happen and launched it on schedule”, Henry Ho, general manager of the McCann Shanghai Chevrolet team, said. “We hope that through this campaign, people can better understand the essence of the Chevrolet Black Bowtie and get to know a different Chevrolet.”

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