Commonwealth//McCann Wins Grand Prix at the Lusófonos Creativity Awards
DETROIT, Jan. 4, 2019 /PRNewswire/ -- Commonwealth//McCann, McCann Worldgroup's globally dedicated agency of record for Chevrolet, has won a Grand Prix at the Lusófonos Creativity Awards, an international creativity festival based in Portugal. The Grand Prix was won by Commonwealth//McCann São Paulo for "Trust Drive," part of the #AsItShouldBe campaign for the Chevrolet Cruze.
"Trust Drive" won the festival's top honor in the category of Public Relations/Media Coverage, also picking up two Gold awards, one for Brand Activation - Efficiency and one for Brand Activation - Public Activation. #AsItShouldBe also picked up two Bronze awards, one for Craft - TV and Cinema and one for Craft - Best Editing.
#AsItShouldBe was designed to mobilize Brazilian consumers to help change the world by putting the Cruze at the center of a movement to affect positive change. "Trust Drive" was an innovative activation that showed that just as Brazilian consumers trust Chevrolet, so too does the brand trust consumers. On a busy street in downtown São Paulo, a new Cruze was made available for test drives -- unattended, with the key inside, ready for anyone with a valid driver's license who came along. Drivers rose to the occasion, always returning the car to its original location. Cameras hidden inside and outside the car taped passers-by and drivers' reactions, showing how this very unusual test drive experience brought out the best in people. #AsItShouldBe also featured a moving video, "Possible Reality," that imagines an open and revitalized Brazil, with flashes of the contrast between reality and #AsItShouldBe: Neighborhoods in Rio de Janeiro, Elevador Lacerda in Salvador and the Pinheiros River in São Paulo. As the Cruze makes its way through city streets and highways, a powerful voiceover invites consumers to make things happen for themselves and their country ... and to accelerate change along with the Chevrolet Cruze.
This win comes during a period of impressive creative and strategic success for Commonwealth//McCann. In 2018, the agency received a high number of creative and effectiveness awards, including nods from The Effie Awards, LIA, One Show, Cannes, Clio Awards, D&AD, Dubai Lynx and the ADC. Their work on behalf of Chevrolet earned the brand recognition on the 2018 Effies Effectiveness Index as the number one most effective automotive brand, and number eight on the list of Most Effective Brands overall.
"This latest achievement is a real tribute to the partnership we share with Chevrolet," said Bill Kolb, Global President, Diversified Agencies, McCann Worldgroup. "Together, we continue to invent effective and meaningful creative in support of one of the world's great brands."
The Lusófonos Creativity Awards are the only worldwide awards dedicated to recognizing and honoring creativity in advertising and communications in Portuguese speaking countries. This is the sixth year of the awards, which continue to recognize the best work done by agencies, professionals, studios and producers in every country that shares the language.
About Commonwealth//McCann
Commonwealth//McCann is an award-winning advertising agency founded in 2012 as a division of McCann Worldgroup. The agency is headquartered in Detroit, Michigan, and serves as the global advertising agency of record for the General Motors Chevrolet brand. Commonwealth//McCann has offices in North America, South America, Asia and the Middle East.
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SOURCE Commonwealth//McCann
