When Chevrolet wanted to reintroduce the Chevy Blazer, the brand desired to focus on the vehicle’s bold and tech-savvy design. Twenty-four hours in advance of the surprise reveal, we published a photo gallery that highlighted the viewers’ attention to a sharp, custom, bespoke jacket blazer and up-close details. The reference was subtle, understated and mysterious. With the focus on a bright, seafoam green jacket – GQ’s hottest color for 2018 – we caught the eyes of our social audiences and the media at-large. Hundreds of comments poured in. Many fans guessed correctly. Overall, we succeeded in throwing a change-up, introducing an element of surprise into Chevrolet’s normal content cadence, while keeping the conversation focused on unexpected style and design.

Role: Associate Creative Director, Art Director Agency: Weber Shandwick

Chevy Blazer, Social Teaser