Counterfeit Campaign “Is It Cake?” - GM Genuine Parts and ACDelco

We were tasked to create a campaign aimed to increase awareness of counterfeit vehicle parts and keep customers loyal in purchasing genuine parts. I started with a deliciously unconventional question: What if counterfeit auto parts were actually cake? My initial brainstorm imagined the absurdity of baked goods masquerading as critical car components - after all, you wouldn't want a fondant-covered brake pad holding your car together! This quirky seed of an idea took on a whole new life when I collaborated with a Jr. Art Director and a Copywriter and developed it into a full-fledged campaign inspired by the Netflix phenomenon 'Is It Cake?'

We whipped up a mouth-watering proposal for a GM-sponsored partnership that would spread across every platform imaginable - from digital takeovers to social media buzz, influencer collaborations, and hands-on events where people could actually interact with our 'deceptively delicious' message. The campaign showed how something as serious as counterfeit parts could be served up with a side of fun, without sacrificing the crucial safety message.

GM Parts and ACDelco, typically known for their straight-laced approach, ate it right up! The pitch proved that even in the world of automotive parts, a little sugar and spice can make the medicine go down. Who knew car parts could be so... sweet?