The NEW CategoryEntrant:
GM Colmotores Chevrolet "TaxiRockola"
Credits Media Type: Television/Print/Outdoor/Ambient/Live Events/Mobile/Direct/Radio/Concerts/Dvd`s/Video clip Corporate Name of Client: GM Colmotores Chevrolet Account Managers: Carlos Felipe Arango/Carolina González/Jose Daniel Leon Agency: Sancho BBDO, Bogotá Chief Creative Officers: Hugo Corredor/Giovanni Martínez Group Creative Directors: Andrés Norato/Claudia Murillo Creative Directors: Hugo Corredor/Giovanni Martínez/Andrés Norato/Claudia Murillo Copywriters: Andrés Norato/Luis David Parra Art Directors: Claudia Murillo/Iván Gutierrez Graphic Designer: Leonardo Salgado
Basic description of the project: This was a campaign that asked taxi drivers TO WRITE THE BEST STORY THAT EVER HAPPENED TO THEM IN THEIR TAXI. The two best stories, became songs of the popular music artists beloved by taxi drivers; PETER MANJARRES and JHONNI RIVERA. We received 7.000 stories and both songs became hits. The songs turned taxi drivers into the main characters of the campaign, and we made them feel our brand closer to them, they felt we perfectly understood their work needs.