For years, OnStar was known solely as a safety brand, but in 2022, the 'Better Never Stops' campaign was launched to reveal its broader identity as an in-vehicle tech brand.
Embracing this concept of continuous improvement, we were tasked with creating an experience to show the quality of this cool tech to all who were unaware.
Our solution was to create a gamified Snapchat AR lens that transports users into an OnStar-equipped GM vehicle. The objective is to discover all the tech features offered. Whether users are in their living room or a truck stop bathroom, they can experience how much better OnStar makes the driving experience.
Campbell Ewald
Role: Jr. Copywriter
Creative Directors: Phil Wood & Chris McMahon
Jr. Art Director: Sam Danshes
Campaign link: Better Never Stops