{"id":1766,"date":"2025-08-03T01:45:36","date_gmt":"2025-08-03T01:45:36","guid":{"rendered":"https:\/\/agustinmanana.com\/?post_type=project&p=1766"},"modified":"2025-11-25T22:04:15","modified_gmt":"2025-11-25T22:04:15","slug":"chevrolet-so-secure","status":"publish","type":"project","link":"https:\/\/agustinmanana.com\/es\/project\/chevrolet-so-secure\/","title":{"rendered":"Chevrolet: tan seguro"},"content":{"rendered":"

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Chevrolet
<\/span>Dummy Summer Break<\/h2>\n

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case study<\/h6>\n

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Brief<\/h4>\n

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Chevrolet had just achieved a major milestone: both the Onix<\/strong> and Tracker<\/strong> models earned the highest 5-star safety rating<\/strong> from Latin NCAP. While this positioned them among the safest vehicles in their categories, communicating technical achievements like crash-test scores can easily become dry, overly rational, or lost in the noise of traditional car advertising.<\/p>\n

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Solution & Impact<\/h4>\n

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To break from the expected, we introduced a fresh, humorous narrative: \u201cDummy Summer Break.\u201d<\/strong> After years of enduring crash tests, the Crash Test Dummy finally earns a break\u2014because Chevrolet’s new models are so<\/em> safe, he\u2019s no longer needed. He\u2019s now free to enjoy life: heading to the beach, soaking up the sun, and finally relaxing.<\/p>\n

By using storytelling and character-driven humor, the campaign created a memorable and emotionally engaging way to communicate a rational product benefit. It shifted the focus from standard product shots to empathy and lightheartedness, making safety a relatable\u2014and even entertaining\u2014conversation for audiences.<\/p>\n

This creative twist differentiated Chevrolet from competitors while reinforcing a core brand value: putting people (and even crash test dummies) first.<\/p>\n

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My Role<\/h4>\n

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