In late 2024, Dodge released the Dodge Charger Daytona EV. It is Dodge's first all-electric car and the fastest Charger ever, going from 0 to 60 in 3.3 seconds.
As new vehicle sales are declining in older generations and growing in younger generations, we were tasked with exciting Gen Z and millennials as these groups over-index for the Dodge brand.
The Brotherhood of Muscle is Growing was created to celebrate the Dodge faithful and was one of three campaigns pitched to Stellantis for the Dodge Charger Daytona EV.
To illustrate the Brotherhood, we showcased social media “carfluencers” who are passionate about all things Dodge.
The multiple hues were chosen not only to coordinate with the colors of the influencers’ own Dodge vehicles but also to reflect each driver’s diversity. Their were replaced with the Daytona EV.
Deliverables include a :60 manifesto, OOH, social posts, OLA and dealership activations.
My Role: Art Director
Credits: Executive Creative Director: Gary Pascoe, Copywriter: Riley Geschke
OLA - THE BROTHERHOOD OF MUSCLE IS GROWING
Banners that feature the new “brothers” as the face of the campaign.
OLA - A MODE FOR EVERY MOOD
3-frame digital banner that features the Daytona EV performing in each mode.
OLA - INSTANT TORQUE, INSTANT GOOSE BUMPS
4-frame digital banner that amplifies the electrified capability of the Daytona EV.
DEALERSHIP ACTIVATIONS
Pop-up displays with QR codes for test drives + hang tags.