The world’s premier stage for innovation wasn’t a stage at all.

As General Motors moved from fossil fuel to electric, McCann was tasked with bringing GM’s vision for an all-electric future to life. So, we brought GM to the global stage for tech innovation, CES. Except in 2021, CES wasn’t a place. We had four months to create Exhibit Zero – a fully immersive, virtual experience with the same impact and production value as a real-life event. 

Together, five McCann Worldgroup agencies operated as a single entity to create 50 pieces of content with top-secret GM vehicles, one-of-a-kind multi-million-dollar prototypes, GM C-level executives and multiple celebrity influencers and a Super Bowl commercial. GMExhibitZero.com launched on the opening day of CES as if it were a live event. It was a true global effort. Because the world only wins when EVerybody’s In.