Corvette

Turn the Dream into the Drive

Strategy, Art Direction, Copywriting: Melissa Maciel

“Turn the Dream into the Drive" is a campaign in which Corvette welcomes you to celebrate and embrace your childhood dreams and reminds you that they can become a reality.

This campaign is a solo class project, I am currently working on that evokes nostalgia, excitement, and the joy of fulfilling a lifelong dream.

INSIGHT

After conducting social media listening, I found that the most common dream car for kids is a Corvette, and stays that way until adulthood. This campaign is here to champion that journey and motivate young adults that the car dream is always possible when you have the drive.

TV COMMERCIAL

Reminding car dreamers that that childhood car is still in them and achievable because we all have had those inspiring flashbacks of our childhood dreams.

OOH

For out-of-home, I am working on sports stadium ads that men look at and read, having nostalgic moments featuring the transition from being a younger dreamer to a man with drive.

Some young adults might even be enjoying a game with their kids, who are also starting to look up to cars in which dads can now help keep their boy’s dreams alive.

My copywriting ideas feature copy such as

‘‘ Hopes to Highways’’

‘‘ Poster to Pavement’’

‘‘ Dreams to Driveways’’