Jenny Chan 陳詠欣
Aug 14, 2018

How 6-year-olds in a Guangxi kindergarten re-interpreted Chevrolet's logo

Chevrolet's logo looked like a red cross, a crucifix or a sanitary napkin to many adults in China. A group of (much) younger ‘consumers’ helped change that.

Chevrolet's logo looked like a red cross, a crucifix or a sanitary napkin to many adults in China. A group of (much) younger ‘consumers’ helped change that.

Approximately 10,000 students from all over China vie to be selected for The One Club of Greater China Youth Creative Workshop every year. In 2017, more than 400 were accepted, working under the guidance of professional mentors to create an entire advertising campaign for Chevrolet China last year’s workshop client in five days.

Fast forward six months, and Chevrolet has actually adopted and executed on the winning idea in a campaign that launched on Children's...

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