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GMC
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”. 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 high-resolution digital prints of the final pieces.
GMC's most successful social campaign ever
Over 19 million organic impressions on social media in the first month after publication
More than 10,000 visits to the landing page
Received awards in "Customer Experience & Shopper Marketing," "Business Impact," "Engagement," and "Innovative Media" from Canadian Marketing Association in 2024 — the most awards a single campaign has been awarded in the Automotive sector. Was awarded in the broad "Vehicles, Automotive Services & Accessories" category at the Epica Awards.
Featured in Ad Age, Editor's Pick: "GMC Made Muddy Masterpieces of Off-Road Art in Truck Campaign," mentioned in TheMessage, StrategyOnline, and other popular publications.
Executive Creative Director ... Kohl Forsberg
Art Director ........................... Andrew Reutsky
Writer .................................... Steven Seltzer
I wish to thank Danielle Zablocki and London Choi for helping us prepare the campaign for the awards season and Francin Cruz and Robin Soukvilay for their review and invaluable suggestions. And, of course, I would like to extend my gratitude to the GMC client for their courage in undertaking bold, unconventional, and brand-building work.