Chevy + CMA Fest
Chevrolet is one of the main sponsors at CMA Fest. For 2025, they asked us to come up with activations that could be enjoyed by fans both at the festival in Nashville as well as those streaming at home.
We created a Chevy inspired game of guess the lyrics, recorded content with some of their sponsored artists, and gave away fun keepsakes at the Chevy booth.
As the "official ride" of CMA Fest, Chevy offers fans in attendance a free lift service called "Catch a Chevy" to help navigate the festival. This year, we took over one of their cars, transformed the back seat into a sound booth on wheels, and gave a ride to a few artists performing that weekend. We dubbed these rides as "Chevy Warmups".
We teamed up with Ella Langley and Austin Snell to help bring this idea to life.
In the days leading up to CMA Fest, we asked Ella and Austin to post teasers for their fans. We then recorded content at the festival in-between their sets.
Chevrolet is the most mentioned car brand in country music history. So, we challenged fans to a game of guess the lyrics but with a twist. For each song, we printed off vanity license plates that featured the first letters of lyrics in popular country tunes that also mentioned driving or owning a Chevy.
We asked fans at the festival to stop by the official Chevy booth to test their knowledge. For the fans back home, we posted the plates on social so they could play along as well.
We also gave away license plate patches that fans could embroider at Chevy's official booth, and put together a montage of all the highlights from the festival.
Credits:
CD: Jonathan Candelaria | CD: Christine Fitzsimons | CD: Alejandro Rosado | Copywriter: Anna Kennedy ACD: John Chavez | Designer: Hazel Choo | Videographer/Editor: Zen Grey