| Title | San Andreas |
| Agency |
McCann Erickson
|
| Campaign |
Find Your Style - General Motors
|
| Advertiser |
General Motors Corp.
|
| Brand |
General Motors
|
| Posted | April 2004 |
| Business Sector | Automotive
|
| Tagline | Find Your Style |
| Story | Convey that there is a GM product for every consumer in California at every Price, Purpose, and Personality. In this execution, the Cadillac matches San Francisco's style and elegance, the Saab convertible evokes San Diego's beachfront location and laid-back sophistication, and the Hummer evokes the ruggedness of an earthquake zone while reminding Californians that there as much as we celebrate our differences, we have much in common. |
| Philosophy | Most Californans don't realize the breadth of GM's offering. Allow viewer to find their own kind of car from GM's lineup by highlighting the diversity among Californians in the context of the diversity of GM's products. In addition, enable the brand divisions' advertising to work better as awareness increases and is linked in the consumer's mind to the type of vehicle that fits her lifestyle. The Outdoor drives the customer to findyourstyle.com, which utilizes Find your style strategic premise and helps instill the philosophy of a GM storefront, allowing you to match your style to 52 GM cars and trucks. |
| Problem | For 60% of the California market, GM products are outside the consideration set. Under a tight deadline and with small budgets, raise the awareness of GM products in California. The creative campaign needed to reflect the California sensibility and taste. One that mirrors and celebrates the diversity of California. A campaign that not only educates GM Apathetics on their diverse range of cars, but more importantly, fires their imagination. Get talked about. And ultimately, create an empathetic GM brand befitting Californians. |
| Media Type |
Billboard
|
| Market | United States |
| Executive Creative Director |
Kevin Moehlenkamp
|
| Executive Creative Director |
Jeff Huggins
|
| Creative Director |
Ashley Reese
|
| Creative Director |
Paul Hicks
|
| Copywriter |
Mark Krajan
|
| Art Director |
Tim Stier
|
| Account Director |
Frank DiBiasi
|
| Account Director |
Andrew Scott
|
| Account Executive |
Ryan Hartsfield
|
