ONE SHOW CHINA YOUNG CREATIVES COMPETITION 2018 - GOLD AWARD
Chevrolet lacked a clear emotional connection with China’s younger generation. The brand wanted to strengthen its image among youth and tie in its sporty Redline Series through a culturally relevant idea.
Insight:
In China, the legal driving age is 18. But for many young people, learning to drive can feel stressful and intimidating as their first experience behind the wheel often starts with anxiety, not excitement.
Idea:
Chevrolet Redline Academy
We turned a moment of pressure into a moment of pride. The Chevrolet Redline Academy was created as a space where young drivers could build confidence, passion, and skill, transforming a daunting first drive into an empowering brand experience. By connecting with learners early, Chevrolet positioned itself as the brand that shapes the next generation of drivers - bold, confident and Redline ready.
