A creative alliance between Chevrolet and Detroit’s College for Creative Studies gave CCS students real-life experience in the competitive world of design and consulting, and provided Chevrolet with a glimpse of what vehicles and brands stir young adults’ souls.
<>Seven CCS juniors researched target demographics and created exclusive designs and integrated marketing plans, aimed at 18- 25-year-olds, for Chevy’s brand-new HHR Panel. An executive team lead by GM Vice Chairman Bob Lutz chose the winning concept, “Skull from Hell,” developed by Jim McCammon of Livonia, which was brought to life on the HHR Panel. McCammon’s artistry will be on display at the New York Auto Show beginning Wednesday through April 15. The show, at the Jacob Javits Convention Center , opens to the public on Friday.
“This project with CCS is a unique opportunity for Chevrolet to promote the HHR Panel to a specific audience while allowing students’ creativity to shine on the vehicles’ blank canvas,” said Ed Peper, Chevrolet general manager. “It’s a great way to demonstrate how to make the HHR Panel a perfect fit for its audience, whether it’s a large company, small business or an individual who just wants to be expressive. I think enthusiasts will be inspired by the student designs and we’ll see more customizing like this on the road.”
HHR Panel production began this month. It will be offered in LS and LT trims, with 2.2L and 2.4L engines – both of which help the HHR deliver 30 mpg in highway driving.
“We are thrilled that students in our Integrated Marketing class have been asked to take on this exciting real-world project. It provides a perfect example of how the Chevrolet brand experience extends beyond traditional media,” said Mark Zapico, chair of Advertising Design at CCS. “The commitment by Chevrolet and the time they have given to enriching the education of these students has been unbelievable.”