The Assignment
After 100 years of providing the automotive trade industry with the very best parts and its wholesalers and retailers with leading-edge training and business consultation, ACDelco realized that their legendary name had lost its luster. The brand wanted people to realize that they’re still very much alive and thriving.

The Solution
“Part of Something Bigger” was created to be more than merely an ad slogan. It’s the human expression of what it means to share a common approach to living and working. So when trade customers work with ACDelco, they’re not just buying and installing parts. The collected resources of a global automotive marketing machine is also there to play are even bigger part in their success.

The Thought Behind
Perhaps the strongest emotion driving us humans is the power of self- expression. Even within larger social groups like our families, friends, clubs, fraternities and the larger ACDelco community, the desire to express our individuality runs deep.

The Idea
By their very nature, tattoo, graffiti and pin striping artists create highly personal self-expression works of art. Yet, they still maintain tight bonds within their bigger community of fellow artists and those who appreciate their art. We will commission the best of these artists to create limited-edition original “Symbols of something bigger” works of art. The symbol placements will be clandestine and random in packing crates and at the bottom of boxes to produce responses like “whoa, what’s this?” and “I gotta put this on my…” in those who find them.

The Idea Goes Viral.
Once these symbols start making the rounds within the ACDelco community, they could go viral in the style of the highly successful Andre the Giant Obey campaign.