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Buick
Human Highlight Reel

RAN IN: United States

CLIENT
General Motors

Craig Bierley - Advt. & Promotions Director

AGENCY
Starcom MediaVest Group *Lead Agency

Molly Marchese - VP
Jason Belt - Assoc. Director
Steve Whitehurst - Director


Leo Burnett/Arc Worldwide Detroit *Lead Agency

Don Peasley - VP


Big Fuel

Danielle Gilardi - Director, Emerging Technology


Jack Morton Worldwide

Stacia Wells - Experiential Mktg. Director


Digitas

Jessica Henrichs - Assoc. Director


SUMMARY

The Luxury buyer is changing. We believe a new consumer is emerging. This consumer is driven by a greater sense of meaning, open-mindedness, and community. We know our consumers want to be measured by their significance, not their success. We share a belief with these consumers that we are better when we inspire others to reach their fullest potential. The Buick Human Highlight Reel is a collection of inspiring videos of former NCAA student athletes that are doing great things in their community and the world. Buick embraced, recognized and celebrated these stories throughout the NCAA March Madness Tournament.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive

Audience: New Audience, Men, Women, Families, Mothers, Fathers

Objectives: Develop, revitalise market

Type: Business to Consumer

Classification: National

Language: English