GMC BUICK

CREATIVE STRATEGIST

Dfrnt Cloth Creative

PROJECT OVERVIEW

GMC Buick

Introduce GMC Buick to Gen Z through the launches of Encore GX and Envista and help the brand overcome these persisting challenges:

  1. Perception of Buick

  2. Shift in Perception

  3. Desire for Awareness

STRATEGY

INSIGHT

As Generation Z matures and Buick evolves, both desire to find acceptance.ncrease relevancy within key playgrounds

HUMAN TRUTH

No one likes to be put in a box. Non-conformity bridges the gap between Buick and Gen Z. Both seek to disrupt norms and outdated views. They want acceptance for who they currently are and want to become.

FINDINGS

1

Gen Z is interested in authentic, sustainable, and socially responsible brands

2

Gen Z demands the freedom to define their identity without intervention

3

Introduce the brand before the product in digital spaces to Gen Z

Gen Z and Buick’s desire to evolve and redefine social norms

4

Introduce Buick to Gen Z through people, experiences, and brands that celebrate individuality and nonconformity.

Buick and Gen Z have a lot in common. Both are in a constant state of evolution and want the freedom to change when they want, how they want. Buick becomes a mutual friend of Gen Z through experiences and partnerships that spark Gen Z’s curiosity.

FINAL STRATEGY

CONCEPTS

WHIP OF THE WEEK

Influencers test drive a Buick Envista or Encore GX for 7 days as their #WhipOfTheWeek, capturing the delight and convenience a Buick provides via this TikTok series. As they ride in their whip, influencers will share how they live outside the box with their audience.

Discovery is an integral part of awareness. With Whip of the Week, Buick partners with influential personalities to show the experience of discovering a Buick for the first time.

Authentic, sustainable, and socially responsible brands are valued most by Gen Z


In the bustling heart of Times Square, NYC, a massive box adorned with a countdown clock and the bold message "DON'T BOX ME IN" captures the attention of passersby for a week. Speculation runs rampant about what could be inside. As the countdown approaches its end during the second week,

SPECIAL DELIVERY

the box reveals its surprise: a stylish Buick Envista. Buick seizes the moment by taking over three digital billboards in Times Square for a week-long gaming extravaganza. They offer an immersive 360º experience, inviting Gen Zers to navigate the streets of NYC in a thrilling racing game aboard an Envista.