CMA Broadway Sign Activation Concept

Chevrolet 2023

The 57th Annual Country Music Association Awards took place on November 8, 2023, at the iconic Bridgestone Arena in Nashville, Tennessee. Chevrolet, with its storied connection to country music, was eager to make a memorable impact. Among the creative marketing strategies considered was a bold transformation of the legendary Broadway Strip into a Chevy-themed Walk of Fame. This included reimagining Big Time Boots as Big Time Trucks, Betty Boots as Colorado Boots, and Honky Tonk Central as Truck Legends Central.

Two options were proposed for updating the iconic signs. The first was a straightforward approach, involving the replacement of just the lettering on the signs. The second, more elaborate option involved a complete overhaul, where the entire neon structures would be replaced with new designs that were more Chevy-inspired. Ultimately, the concept was abandoned in favor of other alternatives.

GCD John Vetter / CD Jacob Rosenburg / Senior Designer Christiana Azmy / Senior Designer Chris Ossowski