The Sonic wasn’t just another subpar sub-compact car. Designed in flashy Gangnam Korea by a handpicked team of Chevrolet’s top designers and tuned by Corvette engineers, the Sonic was a serious mix of style, performance and a whole lot of turbocharged fun. The campaign we created set out to prove it.

 

For the spot that launched the Sonic on screens across Canada. Berlin's world famous graffiti provided the perfect eye-candy and visual backdrop for our story - so we filmed guerilla style all over the streets there.

Rather than just throw graffiti graphics on a billboard at one of Toronto's busiest urban intersections, we commissioned some local artists to do it live over a 24-hour period.

Although legal tried to kybosh this headline, we convinced them having fun with grammar was hardly a crime.

The online experience turned a traditional car configurator into a virtual mixing board. Customizing the Sonic switched up the music, so people could create their own car – and own track, at the same time. The music was a collection of tracks we licensed from homegrown Canadian Indie artists and bands.

Here's a case study that tells a lot more about the Sonic launch. It's entirely too long, but if you want the whole story, well here ya have it.