Problem: How do we get avid campers to associate the Chevy Silverado as their ideal trailside truck?
Brief: Align the Chevy Silverado with the booming campside cooking space, where outdoorsy types are looking to be more adventurous, while also bringing the comforts of home along for the ride.
Idea: Truck to Table, a mini cooking tutorial taught by Jonathan Jones, master BBQ expert and TikTok influencer, where the secret ingredient was the wing sauce and the Chevy Silverado. We then expanded upon the concept to create a Chevrolet Trailside Cookbook on Pinterest with a few of Jonathan’s favorite recipes.
Role: concept, associate creative director