Responses by McCann World Group México

Background: One of the biggest barriers to buying an electric car is the idea that there are not enough charging points. Luckily, the Chevrolet Bolt EV can be charged using any regular plug.

Reasoning: The print ads used satellite maps and Google technology to collate and identify all the real gas stations in major cities, like Manhattan and Dubai, and, thus, show the real benefit of using an electric car in many places, even if they are dissimilar.

Favorite details: The crafting. We knew that crafting was very important. So, we contacted our partners from McCann UK to collaborate with us.

Visual influences: The color and the crafting of “Huichol art.” Most Huichol patterns and designs have religious and cultural significance that are fantastically intricate, spiritually and brilliantly colorful. These patterns can be found on a wide variety of objects, carved and beaded, including masks, gourds and musical instruments, and can be embroidered on clothing objects such as belts, sashes and side bags.<.p>

Time constraints: We ended up heading the opposite way to the current times and created an almost handmade campaign, as immediacy was out of place. However, this took time and patience.

Specific demands: We had difficulties choosing which cities to use. We ended up choosing to feature Dubai, Manhattan and Mexico City in the print ads, but we had to leave Buenos Aires, Rio and Toronto out.

Anything new: We learned that accessibility must come together with price. But that is what GM and Chevrolet are working on. Also, the insights we found out were much bigger than a print campaign. But we’ll get there very soon.

mccann.com.mx