Chevy EV SONG CONTEST

Problem: EV trucks don’t get a lot of love amongst diehard Chevy and country music fans. How do we change that?

Brief: Create a viral TikTok campaign with the intention of inserting the Chevy EV Silverado Truck into the conversation.

Idea: We tapped long-time Chevy collaborator, TikTok country star, Breland, to write the first ever EV truck song, ‘That’s My Kinda Truck.’ He then launched Duet with Breland, asking fans on TikTok to duet the song with their own original verse using #ChevyEVSongContest. The winner would get to perform at the 50th Anniversary of CMA Fest in Nashville.

When the votes were tallied, we declared a winner, Wisconsin duo, RIV X RICHIE. We then created a part two of the campaign, Road to the Stage, following our two winners, from Wisconsin to a career-making performance at CMA Fest.

Results: 10.8B hashtag views, 93M video views and 1.1M engagements.

Role: concept, associate creative director