Chevrolet Canada

Laura Pacey, Brand Director

Commonwealth//McCann *Lead Agency

Calvin Daniels, SVP, Managing Director
Daniel Ehman, Account Director
Mark Dicks, VP, Business Lead

McCann Canada

Mary Chambers, Chief Strategy Officer
Darren Clarke, Chief Creative Officer
Nick Noh, Art Director
Emily McKay, Producer
Jordan Darnbrough, Copywriter
Dustin Rideout, Chief Strategy Officer
Erikson Melton, Digital Art Director
Josh Stein, Executive Creative Director
Rob Trickey, Creative Director
Chris Duffett, Creative Director
Joseph Elkouby, Strategy Director
Iris Savage, Agency Producer

Momentum Worldwide (Canada)

MRM // McCann

Carat Canada

Jordan Baker, Associate Director, Media
Venkat Nukala, Account Director
Daryl Heroux, VP Media
Kira Montgomery, Strategy Director

Canadians were dismissing Chevrolet because of outdated cultural perceptions leading to stagnant brand health and low purchase consideration. This case demonstrates how local market insight was instrumental in helping Chevrolet overcome this deep consumer apathy by reintroducing the brand through our made-in-Canada creative platform, The Canadian Dream. The results have been outstanding in the challenging auto category. Since launching The Canadian Dream, Chevrolet has achieved excellent gains in a challenging category; brand opinion up +3pts, brand consideration up +4pts helping deliver a 14% sales lift for Chevrolet.