Chevrolet Cruze China develops campaign around film talent

Chevrolet continues to feature Prison Break's Wentworth Miller in this project. The campaign follows with an interview with Miller ten years of ups and downs throughout his acting career.

‘11 degrees' calls on ten film directors plus award winning local veteran Shen Yan to deliver ten documentaries that best represents the lives of the post-80s Chinese youth. A production on a larger movie will be the finale of the campaign. The films will collectively go under the umbrella of '11 degrees of youth'.

This project aims to inspire up-and-coming directors and the film industry in China. The public can register through Event.youku.com/eleven/ and participate in different activities such as sharing their own experiences on how they overcome challenges. People can accumulate points and get a chance to be the owner of the first Chevrolet Cruze 1.6T in China. There will also be a free trip to the World Touring Car Championship in Macau.

This digital website is developed by Wangfan Interactive and the event will conclude in November.

Credits:
Project 11 Degrees
Client General Motors
Digital agency  Wangfan Interactive
Exposure Online, events