Chevrolet: Lost Roads
Chevrolet sought to deepen emotional connections with consumers. They aimed to position their vehicles as companions on life's challenging, personal journeys, moving beyond mere transportation. The client wanted to reach an audience valuing authenticity and human strength.
Creative Idea
Real individuals shared traumatic pasts, positioning Chevrolet as a silent companion on healing journeys.
Chevrolet's "Lost Roads" campaign featured real individuals recounting their traumatic pasts, like kidnapping or armed conflict, and their difficult journey to leave that life behind, positioning Chevrolet vehicles as silent companions on these deeply personal paths of healing and reconciliation.
Creative Strategy Deconstructed
Company
Chevrolet leveraged its brand equity as a reliable companion for life's journeys, even the most challenging and emotionally complex ones.
Category
Automotive ads typically highlight adventure, status, or family, often avoiding deep emotional trauma or difficult personal histories.
Customer
The audience sought authentic stories of human resilience, reflecting a universal desire for healing and finding peace after profound personal struggles.
Culture
A cultural shift towards open dialogue about trauma and reconciliation, valuing authentic personal narratives as a path to collective healing.
Company
Chevrolet leveraged its brand equity as a reliable companion for life's journeys, even the most challenging and emotionally complex ones.
Category
Automotive ads typically highlight adventure, status, or family, often avoiding deep emotional trauma or difficult personal histories.
Strategy:
Connect the brand to profound human journeys of resilience and emotional healing.
Customer
The audience sought authentic stories of human resilience, reflecting a universal desire for healing and finding peace after profound personal struggles.
Culture
A cultural shift towards open dialogue about trauma and reconciliation, valuing authentic personal narratives as a path to collective healing.
Strategy:
Connect the brand to profound human journeys of resilience and emotional healing.
Results
The film "Lost Roads" was screened in 14 countries on Discovery Network in April 2021. The campaign resulted in 92,000 sq kilometers of previously off-limits territory being opened up. 5 communities were retrained as part of the initiative. The film garnered over 23 million+ people who viewed it. The campaign received positive media coverage from various outlets, including "Little Black Book" which highlighted "Chevrolet Colombia Takes You on Trip of a Lifetime in Discovery Channel Documentary." "El Espectador Newspaper" noted it as "A magical Colombia that was hidden and we had not been able to enjoy because of the conflict." "El Tiempo Newspaper" praised it as "A reactivation alternative for a region that for decades has lived in the midst of violence." "Diario del Sur News" mentioned "Great places in the country that for several years have been unraveled." "El Nuevo Siglo Newspaper" spoke of "Travel through one of the most biodiverse and least explored territories in the country." "Semana Magazine" described "A territory that has many new things to show to Colombians." "HSBNOTICIAS.COM" celebrated "Stories of local characters that today, due to tourism, agriculture and sports, find a new opportunity." "Diners Magazine" highlighted "Men and women who armed themselves and kept paradisiacal sceneries under the shadows."
92,000 sq kilometers
of territory opened
23 million+
film views
5
communities retrained
Strategy Technique
Turn Users Into the Story
The campaign directly features individuals sharing their raw, personal experiences of overcoming past trauma. This approach makes the brand a witness and companion to their authentic journeys.
Explore Technique
Creative Technique
Story-Driven Campaign
It features individuals sharing profound personal narratives of past trauma and their journey towards peace. The campaign uses these real stories to evoke deep emotional connection.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its audacious and empathetic cinematography, transforming a nation's painful past into a hopeful future through the authentic stories of former combatants, captured with compelling cinematography that reveals hidden beauty.
The 'Lost Roads' film visually captures the breathtaking, previously unseen natural beauty of Colombia, effectively contrasting a somber past with a vibrant, adventurous present through its stunning aerials and immersive location shots.
The campaign's narrative and messaging, including transformative phrases like 'We left a rifle and picked up a paddle' and the compelling call to 'find what was always there,' are crafted to evoke powerful emotional resonance and hope.
The campaign's profound impact stems from the seamless integration of an audacious idea with genuine human storytelling and stunning visual exploration, all united by a powerful message of peace and discovery.
