‘79 Firebird / 2022 Charles Schwab Challenge
The financial corporation meets golf, and golf meets classic cars!
Charles Schwab became the title sponsor of the PGA golf tournament formerly known as the Colonial in Texas. (It is now the Charles Schwab Challenge.) How can we celebrate this in a Charles Schwab way? As many golf fans also love old classic cars, we decided to reimagine the prize. We brought the challenger spirit of Charles Schwab to the ‘79 Firebird Trans AM.
We fully restored and modernized the 1979 Firebird Trans Am with the word Schwab inscribed in multiple places, including throughout the interior. The car is in homage to sponsor Charles Schwab, and the year is significant because it was when Charles Schwab made a major technology investment.
Charles Schwab became the title sponsor of the PGA golf tournament formerly known as the Colonial in Texas. (It is now the Charles Schwab Challenge.) How can we celebrate this in a Charles Schwab way? As many golf fans also love old classic cars, we decided to reimagine the prize. We brought the challenger spirit of Charles Schwab to the ‘79 Firebird Trans AM.
We fully restored and modernized the 1979 Firebird Trans Am with the word Schwab inscribed in multiple places, including throughout the interior. The car is in homage to sponsor Charles Schwab, and the year is significant because it was when Charles Schwab made a major technology investment.
Client: Charles Schwab
Role: Concept, Art Direction, Design
Copywriter/CCO: Teddy Lynn
Creative Director: Andrew Miller
Art Director 2 : Emily Galvelis
Role: Concept, Art Direction, Design
Copywriter/CCO: Teddy Lynn
Creative Director: Andrew Miller
Art Director 2 : Emily Galvelis
To generate buzz around the 2022 Charles Schwab Challenge Prize car, an epic ‘79 Bandit,
we commissioned country star Jake Owen to rerecord Jerry Reed’s classic song from Smokey and The Bandit.
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we commissioned country star Jake Owen to rerecord Jerry Reed’s classic song from Smokey and The Bandit.
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We created an AR experience of the 2022 Charles Schwab Challenge prize car
to increase fan engagement both onsite and online.
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Bits of social & onsite AR promo stuff︎
(Yes, QR code is still working!)
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Onsite stuff︎
