ABOUT

Insight |
Most people believe that car is men’s thing, and that they like it more than women do. On the International Women’s Day, Chevrolet saw an opportunity to bond with women by proving that this is just nonsense prejudice.

Idea |
In a playing area, we put together 20 girls – future women free of any prejudiced notions about their passions and desires. Then we gave them dolls and toy cars to play with.

Unlike most people may imagine, most of the time the girls played with the cars. The experiment became a video and a statement that touched hundreds of thousands of people on International Women’s Day.