Mosaic South Asian Heritage Festival Chevrolet Sponsorship
Experiential Design/ Graphic Design/ Art Direction
Agency: MacLaren McCann
Chevrolet sponsored the 2014 Mosaic South Asian Heritage Festival in alignment with its Canadian and global multicultural brand positioning. The weeklong festival attracts 70,000 visitors, featuring a film festival, outdoor live performances and commercial vendors. Chevrolet’s offering of accessible and fun family vehicles created an opportunity to engage with attendees.
To create a relevant and positive brand experience, Chevrolet took center stage in a Bollywood inspired live display. A rich and colourful set showcased Chevrolet vehicles while a tailored photoshoot activation created an immersive experience within the vibrant festival.
Guests became the stars in uniquely customized Bollywood movie posters, featuring the iconic Chevrolet Camaro. Participants personalized their posters through a digital menu before hopping into the convertible for their photoshoot. Final posters were digitally emailed to participants who were encouraged to share them on social media.
Photography: Richard Budman / Set Decoration: Setscapes
Photography: Richard Budman
Entrance graphic - wall flat
Activation site - daytime
Activation site - evening
Chevrolet Cruze - painted mural backdrop
Concept sketches for artist's final mural paintings
Photography: Richard Budman / Scenic Painter: Patrice Roy
Activation site flag markers
Bollywood poster customization app
Custom poster instantly finalized and emailed to participants
Photoshoot tent - Greenscreen backdrop & dash mounted camera
Poster Mock-ups - Customizable genre, background & scene
Final email with customized event poster
CSR event wardrobe
Poster logo designs: Geoff Mack