GM wanted to challenge American car buyers to stack any car up against theirs. This campaign launched with this blind site, asking consumers to give their honest opinions about all car makers in 5 main categories: Fuel Efficiency, Safety, Dependability, Performance and Overall Quality.

The site spread fast. The only thing more impressive than the amount of data collected, was monitoring all the public tweets - that were largely wrong.




On September 13th the voting ended and the veil was lifted. The data collected was used to drive OLA, Print and Television advertisements specifically targeting the strongest competing categories.

AGENCY McCann-Erickson
CLIENT General Motors
ROLE Design/Art Direction