I was part of the team that developed a campaign around the GV70, Want Wins. This campaign was an effort to shift brand positioning towards a more contemporary and diverse demo. Our approach was to brand the car narrative as fashion-forward, pleasure positive, and more in touch with a modern demographic. Two hero spots were created, one more directed towards a lifestyle narrative and the other more directed towards dealership needs.
This was an interesting project personally because of the challenges surrounding representation of a diverse cast within the premium auto category, which has been traditionally homogenous.
Agency: Innocean USA
Director: Jenn Nkiru
CDs: Lori Martin & Cary Ruby
Art: Kathryn Izquierdo-Gallegos
Copy: Nicole Barlow