Cannes Lions
LEO BURNETT DETROIT, Troy / GENERAL MOTORS / 2013
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American luxury cars have always had a reputation as being unwieldy behemoths. So, when we set out to launch Encore – a luxury car that’s smaller and far more nimble than traditional luxury cars – we wanted to clearly separate this new kind of luxury car from the dinosaurs that came before it. Far from a negative, the smallness of the new Encore makes it more desirable.
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