GMC Hummer EV Culture Wave
Agency tasked with building a design, style and culture POV for GMC Hummer EV, exploring and pushing the vehicle into new creative arenas and channels. For wave one, RV worked with designers John Geiger, Don C, Kelly Wearstler & Greg Yuna to explore the super truck’s capabilities through their own mediums - sneakers, caps, interior design & jewellery. Assets included product drops, mini docs and CGI content, utilized across the GMC world, social, online and PR. The campaign delivered a social reach 10x the target, reaching 26.2M, with 91 posts across channels against a target of 9. We achieved 6.5x the target number of press coverage, with 78 articles about the work. The products sold out within 4 mins and sold at 40% above retail value on the resale market.
