Staying true to the brand’s dynamism, we created a movie invite that took the recipients by surprise due to its startling level of creative personalisation. The invite came in the form of the director’s storyboard for one of the movie scenes in Transformers 2. Except that this board had been tweaked to show as if the recipients had originally been casted as the leading actor/actress in the movie. Obviously, they didn’t get the part. So the next best thing Chevrolet did was to get them into the cinema with a free movie pass.

The turn-out was superb. Out of 290 invitations, 286 attended the premiere. Even better were the glowing comments that floored the Chevrolet team. Recipients were thrilled to see themselves in the storyboard, with some commenting that they would be proud to frame it up! The editors themselves were astonished as to how we managed to obtain and customise their photos for the board.