The brief was exciting, a once in a lifetime offering of a limited number of the Anniversary Edition 427 Big Block V8 engines available from select GM Performance Parts dealers.

The assignment was to create “buzz” around the Anniversary Edition 427 engine. This would be GM’s tribute to the legendary ZL-1 427, right down to an all-aluminum block created from original 1969 tooling, and only 427 serialized engines would be produced.

My partner and I started by creating a 427-engine kit. With cars, documentation makes them more valuable, and collectible in the performance car market. So, we set out to designed a limited box kit of a numbered certificate, chrome 427 dash badges and air cleaner sticker based on the 1969 original. Four hundred and twenty seven kits were produced based on the number of the engine.

With only 427 engines to sell, we also created and designed marketing materials for car shows, and magazine ads to promote the limited production of this historic engine. But, we wanted to announce this product in a big way. Convincing our Performance Parts client to reveal this historic offering at a Barrett Jackson auction. A venue which attracts automotive enthusiasts from various automotive cultures. Although the auction is only meant to auction special or rare cars, we convinced Barrett Jackson on the importance of this engine, and its history in the car craft. The auction would also be shown live on television and would be the perfect platform to announce GM’s Anniversary 427.

The 427 launch at Barrett Jackson was a huge success. The client had the opportunity to address the auction crowd and speak to the importance of the engines past and renewed presence. The first 427 engine marked as serial number 001, was auctioned off with proceeds donated to charity. The “buzz” of GM’s Performance Parts 427 Anniversary engine turned into an explosion of engine sales.