In America, Chevrolet is known as a get your hands dirty brand for those who aren’t afraid of hard work and rugged adventure. But in China, it’s still seen as a cheap compact car brand. How this perception can be reversed with the launch of Chevrolet Equinox is an important issue that needs to be addressed.

Our owners drive Chevrolet Equinox from the highest to the lowest, from the hottest to the coldest, and everywhere in between with dependable, powerful, fun and enjoyment. We invited 230,000 Chevrolet Equinox owners to collect the dirt from the toughest places they’ve driven to in China and create a gigantic, three-dimensional map out of the collected dirt, showing the determination for the future and exploring the spirits of Chevrolet owners.

Most of our target audience is 25-40 years old males. They are responsible, assertive, enjoy their life and have a passion for outdoor driving and exploring. Based on the insight, they pursue rich life experiences to replace the monotonous life. The intense power and performance of Chevrolet Equinox allow them to unleash their inner passion in their life. We encourage them to keep improving and breaking new possibilities. We appreciate their driving footprints and the spirit of exploration all over the country.

We recruited across China and invited 230,000 Equinox owners to collect dirt from all over the country. After the artist and car owner's creation, a giant color map of China drawn from soil was finally completed, which was displayed in Guangzhou and attracted many people to visit and discuss. Many media covered it extensively. Accompanied by Chevrolet Equinox, owners cross the mountains and rivers, turning the exploration of the unknown into their way of life.

We received 760 pounds of 24 types of dirt from 23 provinces in China.

Results of social media:

- 120,000 Likes

- 68,618 Installation Visitors

- 42,304 Reposts (WeChat, Weibo share icons)

- 8,760 Comments