In order to closely associate the Trax with its target customers, Chevrolet along with four creators: Mina Al Sheikhly from Dubai, Nathalie Fanj from Lebanon, Zori Ashkanani from Kuwait and Ohoud Al Yami from Qatar collaborated to create a series of authentic storylines where each talent was challenged to visit one of the other’s talent country and undergo a journey of discovering new roads.

At the end, this campaign created an identity that resonates with those who are adventurous and challenge takers, those who are seeking to literally and metaphorically find new roads or journeys in their own lives.