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General Motors of Canada - "Mudern Art"
- Brand: General Motors of Canada
- Country: Canada
- Advertiser: General Motors Of Canada
| Title | Mudern Art |
| Brief | GMC wanted to excite young off-road adventurers about its new Canyon AT4X. But most truck ads all look the same - “go off-roading and get muddy”. This time, GMC wanted to elevate what it truly means to get dirty.When a truck is a workhorse, getting dirty is part of the job. But when the Canyon AT4X is covered in dirt and mud, it’s beautiful, and we call that “Mudern Art”. We turned mud into our medium, filming the truck dragging and splashing blank canvases in a display of off-road artistry.The videos showed how three unique pieces of art were created, and led to a microsite where people could learn more about the Canyon AT4X, the making of the art, and download digital prints of the final pieces.To further amplify the idea we engaged Mason Mashon, an Indigenous adventure photographer and influencer, to create art with his own GMC truck.But we didn’t stop there, because real art needs to be enjoyed in real life. The actual art was displayed at Canada’s largest auto shows, which gave people a chance to see the art and the truck that created it, up close and personal. |
| Agency | Leo Burnett Toronto |
| Campaign | Mudern Art |
| Advertiser | General Motors Of Canada |
| Brand | General Motors of Canada |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Length | |
| President | ..n T..r Subscribers Only |
| Chief Creative Officer | S...e P....co Subscribers Only |
| Chief Creative Officer | L..a Gr.....rg Subscribers Only |
| Managing Director | N....ha Da....is Subscribers Only |
| Account Manager | N....ha Da....is Subscribers Only |
| Chief Strategy Officer | T...r A...d Subscribers Only |
| Executive Creative Director | K..l Fo....rg Subscribers Only |
| Art Director | Da....le Za....ki Subscribers Only |
| Head of Production | E..a .u B....on Subscribers Only |
| Head of Production | M....ie P...er Subscribers Only |
| Producer | .u Z...g Subscribers Only |
| Group Account Director | D...d Bu....an Subscribers Only |
| Account Director | K..e M...er Subscribers Only |
| Group Strategy Director | R..n R....ts Subscribers Only |
| Production Company | ..e ..b Pr......ons Subscribers Only |
| Creative Director | R..d Ma....ll Subscribers Only |
| Director of Photography (DOP) | A...ew W...ox Subscribers Only |
| Post Production | ..e ..b Pr......ons Subscribers Only |
| Executive Producer | K...n H....rs Subscribers Only |
| Post Production | S..a T...as Subscribers Only |
| Editor | S...t E....ds Subscribers Only |
| Audio Engineer | Al.....re Wan.......til Subscribers Only |
| Transfer | ..I C...ur Subscribers Only |
| Colorist | K...i B....my Subscribers Only |
| Producer | W..l Cu.....ell Subscribers Only |
| Executive Producer | K....en ..n F...t Subscribers Only |
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