100 Years of Chevrolet in Brazil Narrates the Brand’s Legacy and Vision for the Future via LOBO

This year, Chevrolet is celebrating a historic milestone: 100 years in Brazil. To mark the occasion, the brand has launched an institutional campaign created by WMcCANN Brazil, portraying Chevrolet’s evolution alongside Brazil’s history over the past century and reaffirming its commitment to continued innovation and shaping the future.

The film is narrated by actress Fernanda Torres, a Golden Globe winner and a 2025 Oscar nominee for Best Actress. The video takes viewers through key moments in Brazilian history, including the achievement of women's voting rights, the Diretas Já movement, World Cup victories, and the challenges faced during the pandemic. More recently, the narrative highlights the impact of Chevrolet’s electric vehicles in redefining the national automotive landscape.

In each scene, cars gradually take shape, symbolizing Chevrolet’s presence at historic milestones and its role in building the future. The original soundtrack captures the essence of Brazil, evoking a sense of evolution and pride.

"Chevrolet’s 100 years in Brazil celebrate not only the brand’s history but also the journey of generations of Brazilians who have built their lives alongside us. This campaign embodies Chevrolet’s legacy, which has always been present at the most significant moments in the country’s history, while we continue looking ahead with the same commitment to innovation that has brought us this far," highlights Guilherme Arruda, CMO of GM South America.

"Reaching the top of a segment is already a great achievement, but maintaining that leadership for 100 years while continuing to innovate and shape the future is a true testament to the Chevrolet brand’s strength. More than just celebrating a milestone, this is a historic and inspiring moment that transcends the automotive industry. At WMcCANN, beyond congratulating Chevrolet, we take immense pride in and express our gratitude to its employees, dealers, and executives for allowing us to be part of such a successful journey—marking the beginning of the next 100 years toward the future," reinforces Hugo Rodrigues, Chairman of McCANN Worldgroup. 

With the message “Every time we look back, we only see the future,” the campaign was produced in partnership with Lobo and underscores the brand’s ongoing commitment to innovation and progress, forging a connection between the past, present, and future. The production concept features a camera acting as an omnipresent observer, witnessing different eras. The film integrates visual engineering, initially designed in a digital environment, creating a unique frozen-time effect while maintaining narrative fluidity. The goal was to ensure that viewers instantly recognize the historical context of each scene, evoking memories through a visually immersive retrospective. To achieve this, a meticulous study of each period was conducted, covering art direction, costumes, and makeup.

The campaign includes a comprehensive 360º media strategy, featuring: a 60-second flagship film airing nationwide, 30-second versions broadcast on free-to-air TV, PayTV, and digital platforms, Internal marketing initiatives and dealership activations, print media, digital presence, partnerships with content creators, and out-of-home advertising.

Credits:

Agency: WMcCann
Client: Chevrolet
Product: Institutional/Brand
Campaign Name: 100 Years
Client Team: Guilherme Arruda, Federico Wasserman, Vivianne Goncalves, Leonardo Moraes, Pamela Mourão, Matheus Machado, Maria Raphaela Muhlbauer, and Lucas Soratto
CEO: Renata Bokel
COO: Carol Escorel
Executive VP & General Manager, WMcCann SP: Vitor Lief
Chief Creative Officers (CCO): Hugo Rodrigues and Dani Ribeiro
Executive Creative Director (ECD): Alessandra Sadock
Creative & Content Directors: Andre Leotta and Carol Patrocinio
Associate Creative Directors: Erich Moreira and Marcus Mesquita
Creative Team: Fabiano Gonçalves, Leonardo Marçal, Monique Anholeti, Leandro Pinheiro, and Alexandre Santos
Executive Content Director: Larissa Magrisso
Content Director: Karoline Canin
Content Managers: Lucas Munhoz and Tamyris Bueno
Content Team: Taís Aragão, Marcos Santos, Michelle Bastos, Ícaro Linconl, Dandara Martins, Camila Izabel, and Camila Smid
Chief Strategy Officer (CSO): Agatha Kim
Planning Team: Amanda Agapito, Gabriel Lopes, and Gabriela Souza
VP of Business & Operations, General Motors Account: Fernanda Marin
Account Directors: Fernanda Santa Rosa, Renata Silveira, and Paloma Vieira

VP of Media: Andreia Abud
Media Team: Regina Ponte, Lívia Toyama, Renata Dias, Giulia Bacelar, Pablo Bortolini, and Cauane Sander
VP of Data & Business Growth: Vitor Miguel
Business Intelligence (BI) Team: Felipe Borges, Vinicius Hamburgo, Fábio Oliveira, Marcella Quintiliano, Thiago Tiuzzi, Eduardo Faustino, Victoria Nascimento, and Luanna Bernardo
Head of Production: Camila Naito
Integrated Production Team: Camila Carrieri, Pedro Cerqueira, Bruno Reis, Thais Carvalho, Paula Buttler, and Cris Leopacci
Public Relations Team: Kerena Neves and Giulia Camargo

Film Production Company: Lobo
Directors: Gabriel Nobrega, OS OLGA
Executive Producers: Chico Puech, Fernando Alcantara
New Business Director: Luiz Braga
Account Manager: Márcia Guimarães
Project Manager: Monica Andrade
DOP: OS OLGA
1st Assistant Director: Pedro Sokol
2nd Assistant Director: Beatriz da Cruz
Production Manager: Anderson Boscari
Art Director: Marcelo Escañuela
Costume Design: David Parizotti
Makeup and Characterization: Denise Borro
Casting Director: Giovanna Rouvier
Visual Effects Artist: Fabiano Caldeira
Props Master: Fabiana Sayuri Fukui
Robot: Rube Engenharia Visual
Location Manager: Cristiano Silveira
Head of Post Production: Tatiana Caparelli
Social Media Manager: Mat Rodrigues
Post Production: LOBO, Tribbo VFX, Loquemira
Post Production Supervisor: Tati Caparelli
Post Production Coordination: Ana Mendes
Post Production Team: Livia Portugal
Editor: Lucas Mello
Assistant Editor: Matheus Miglionico
Rotoscopy: Gassan
Color Correction: Clandestino
3D Supervisors: Marcel Fukuwara, Alceu Baptistão
Lead 3D Modeling: Tiago Mesquita
3D Modeling Team: Smirkoff, Marcel Tsuruda, Natan Zuanaci, Felipe Ribeiro
Lead Rigging: Rafael Dias
Rigging Team: Rafael Shiva
Lead 3D Animation: Larissa Paz, Michael Maron
Matte Painting Team: Ricardo Riamonde, Sergio Faria, Renan Takeshita
Lead Simulation: Luiz Duarte
Simulation Team: Eduardo Dutra
3D Render: Thiago Peretto
Motion Artist: Luizinho Albere
Creative Director (Tribbo VFX): Bibinho Carvalho
VFX Supervisor (Tribbo VFX): Sergio D’ Piazza
Assistant Flame (Tribbo VFX): Vinicius Siqueira
3D Lead Artist (Tribbo VFX): Erick Buosi
3D Generalist (Tribbo VFX): Vinicius Lima
3D Animation (Tribbo VFX): Fabiano Iwasita, Paulo Aldiro
LookDev (Tribbo VFX): Thiago Peyon
VFX Coordination (Tribbo VFX): Tato Carvalho
Motion Artist (Tribbo VFX): Ricardo Rapozo
I.T Manager (Tribbo VFX): Lucas Pereira
Account (Tribbo VFX): Carolina Barros
Post Supervisors (Loquemira): Cadu Cipolla, Silvio Manetta
Composition (Loquemira): Felipe Lopes, Francinaldo Lemos

Audio Production Company: Audioink
Producers: Isabel Lenza and Filipe Derado
Creative Team: Filipe Derado and Ricardo Nakamura
Voice: Tatiana Parra
Strings: Conrado Goys
Piano: Ricardo Nakamura
Double Bass & Synthesizers: Filipe Derado
Flutes: Alceu Lacerda
Accordion: Caetano Bartholo
Percussion: Sandro Alves
Sound Effects: André Sato
Mixing: Audioink Team
Executive Production: Anna Di Giacomo
Account Management: Paula Zakia
Production Coordination: Nathaly Tavoni
Narration: Fernanda Torres
Direction: Isabel Lenza