Chevrolet attempts to identify the "Canadian Dream" in its latest campaign, filmed on a roadtrip across the country.
The campaign was first teased from April 24 with a national bilingual teaser campaign titled "There's a dream we should all know about," but was unbranded until early May, when a follow-up film, seen here, was unveiled revealing Chevy was behind it.
Created by Commonwealth//McCann Canada, the film was shot by directorial duo Co.Lab via Toronto production company Soft Citizen. The directors set off on a month long cross Canada road trip in a Chevrolet Suburban, and filmed using iPhones, DSLRs, 16mm and 35mm film cameras for both stills and live action in addition to shooting with Alexas. As well as the kind of snowy landscapes and ice hockey images you might expect, it captures a diverse range of Canadians in settings including schools, homes and workplaces.
The stories were first revealed in a series of mini documentaries, and then in the two minute film seen here. All communications are driving Canadians to a website where they will have the opportunity to view more stories from the tour and be encouraged to share their own.
"The campaign was inspired from some of our findings in McCann's 2016 Truth About Canadians study that we conducted in partnership with IPSOS," explained Mary Chambers, chief strategy officer, McCann Canada, in a statement. "The study uncovered that Canadians strive for the Canadian Dream, but that dream is distinctly Canadian and not what you would expect. It is made up of individual success, care for others, respect for the system and of course in a country as diverse and unique as ours, individualism. It says we can make it on our own and together it is about collective progress not solely individual success."