GENERAL MOTORS
Art Direction, UX Design, UI Design
For years, OnStar was known for one thing: crash response, but the service could do so much more. In 2013, Campbell Ewald helped them launch the "Respect the Amazing" campaign. The digital campaign consisted of a series of web videos directed by Academy Award film editor Angus Wall. The videos were to remind a technologically-desensitized nation to stop and smell the amazing.
The integrated campaign took a full 360-degree approach with online videos, social media, radio, digital ads, print, and a completely redesigned website. The Connected by OnStar websites highlighted services such as RemoteLink (OnStar's app), Automatic Crash Response, Stolen Vehicle Assistance, Vehicle Diagnostics, and the launch of OnStar 4G LTE, a service that allows your vehicle to become a mobile hotspot.
The "Connected by OnStar" website was designed to communicate the many facets of the service with a fresh look at OnStar — it was a powerful way to connect people to their cars and each other; the site showed everything from product features to customer stories. The dynamic site changed stories based on location and time of day. The site went on to win the 2013 WMA WebAward for Outstanding Achievement in Web Development.
