OVERVIEWCreate a brand campaign that celebrated the occasion of the 100th anniversary of Chevrolet (Centennials). Chevrolet wants to increase brand likability, among Thais. However, research shows us that Chevrolet, despite its 100-year heritage remains unknown to most Thais. Chevrolet upheld its passion for over 100 years and we invited Thais to keep their passion with us like how we kept ours. Chevrolet will be by their side to remind them of their passion.CHALLENGEWe used our 100-year heritage to make Chevrolet starts to become a part of everyone’s life.IDEA EXECUTIONWe will help everyone keep their passions for as long as we have kept ours. We will be the keeper of your passions and drive them through the 21st century.

Keep your passion on. By providing reminders from the one person you trust and believe the most-yourself.We invite users to record their passions with us at PassionOn.com. Every year on November 3rd, Chevrolet’s birthday, users will receive an automatic Skype call from themselves through our Chevrolet line, encouraging them to keep their passion on. By reminding our users of the best-and most passionate-version of themselves, the time they were keeping their passion on and the Chevrolet brand are recalled every year.RESULT• In the first week, over 5,000 'passions' were recorded.• Brand likeability and emotional connection with brand increased 40%.• Through the years ahead, Chevrolet will be a part of everyone’s life, helping them to remember each year what they love the most.

We will be the keeper of your passions and drive them through the 21st century.

Keep your passion on. By providing reminders from the one person you trust and believe the most - yourself. We invite users to record their 'passions' with us at PassionOn.com. Every year on November 3rd, Chevrolet’s birthday, users will receive an automatic Skype call from themselves through our Chevrolet line, encouraging them to keep their passion on. By reminding our users of the best-and most passionate-version of themselves, the time they were keeping their passion on and the Chevrolet brand are recalled every year.

• In the first week, over 5,000 passions were recorded.• Brand likeability and emotional connection with brand increased 40%.• Through the years ahead, Chevrolet will be a part of everyone’s life, helping them to remember each year what they love the most.• The time they were keeping their passion on and the Chevrolet brand are recalled every year.