Chinese EV maker GWM has illustrated its new Hi4-T technology by rolling out an Uphill Slalom spot for the Winter Olympic and Paralympic Games.
In the creative, by Thinkerbell, the Hi4-T—an offroad variant of of GWM’s Hybrid Intelligent 4WD (Hi4) system, drives up a tough and technical downhill slalom course at one of New Zealand’s steepest alpine resorts.
It combines plug-in hybrid efficiency with true, professional offroad capabilities for the first time, with features like front and rear mechanically-locked differentials, low-range transfer case, and superior torque delivery on demand.
“Hi4 technology is the future for GWM.” Says Steve Maciver, Head of Marketing at GWM Australia and New Zealand. “It lives across the range in many different ways, delivering levels of performance, efficiency, power and offroad capability never before seen in plug-in hybrids. There’s no better way to launch it than the Uphill Slalom. It’s both demonstrative of Hi4-T capability and symbolic of where GWM is heading as a brand – we’re fully charged and equipped to conquer the mountain ahead.”
Bindy Bassingthwaighte, head thinker at Thinkerbell, added: “Uphill Slalom is a world first and importantly, it’s just the beginning. This challenge was about finding the most intuitive, entertaining and contextual way to demonstrate Hi4-T capability to Australians and New Zealanders. Uphill Slalom sets the foundation for a new platform of work that will continue to push and prove Hi4-T in places no one expects.”
The Uphill Slalom launched through the Winter Olympic telecast over the weekend, and will be seen on digital, social, and partner channels.
Credits
Creative agency: Thinkerbell
Client: GWM
Production: Hype Republic
Media: Atomic 212
