CHEVROLET | Taxi Drivers' University | 2011
A Real University That Taxi Drivers Could Actually Attend / Chevrolet "Taxi Drivers' University"
There are moments when an ad stops being an ad. This campaign is exactly that. Chevrolet in Colombia built a real university for taxi drivers.
The insight
Taxi drivers in Bogotá spend their days carrying passengers around the city, but they had few chances to move their own careers or lives forward. Chevrolet noticed this.
The idea
Chevrolet partnered with SENA, Colombia's vocational training institution, to launch a free technical education program for taxi drivers. The curriculum covered practical skills like business management, English, customer service, and budgeting. It was designed so that any taxi driver could join, regardless of what brand of car they drove.
What happened
The first cycle received more than 2,000 applications, and 800 people enrolled. In 2011, the campaign won Gold at the Iberoamerican Advertising Festival (FIAP).
Afterthought
Instead of using advertising to sell something, they genuinely invested in people's lives. It's a case that fully carried out that simple, obvious idea—that doing so is what builds real trust in a brand. I want to do work that moves someone's life forward too.
Awards
- Cannes Lions Gold 2011
Featured in
- The Ad Is Gone, But the System RemainsFrom a university for taxi drivers to a sidewalk you can read with a cane
