Chevrolet is about exploration, and empowering you through technology and innovation. This is manifest in their “Find New Roads” claim. For the 2019 brand campaign, the theme would be “The Search Engine for Real Life”.
Commonwealth, the ad agency behind Chevrolet, team came up with a clever way to manifest this brand ethos for the Mexican market. What is the best metaphor for exploration? A backpack. So, what is The Ultimate Backpack? A backpack that emulates the Chevrolet brand and replicates the features of its cars. This backpack would be the center of the branding campaign, starring in the commercial and in user-generated content with key influencers.
What was our challenge? To make it happen. We were asked to design and produce 6 working prototypes of The Ultimate Backpack.
We put together a team with automotive designers and autoparts makers, textile designers, mechatronic engineers, makers specialized in robotics, and design thinkers. We worked for three months, doing empathy workshops with backpack users, cracking the industrial design cues behind Chevrolet, testing the ways to stitch together fabric and automotive parts.
This is what the commercial looks like, produced by Landia and directed by the girls of Black Buffalo.