Challenge: GM is a brand with over a century of experience pioneering innovation in the automotive and tech industry. But no one knows it. How can we use social to position them as a leader in their category in a way that feels modern and stays true to the brand’s ethos of championing the great minds behind great progress?

Insight: In order to make progress, we have to be willing to rise to the challenge. It’s all about doing, and GM doesn’t back down.

Idea: A social campaign and bold typography treatment anchored by an even bolder claim that GM’s people and patents can back up.