Chevrolet creates car color from 22,000 photos of caramel mutts • B9

A Chevrolet has released what is likely the first car color created by canine crowd intelligence. THE Tracker Caramela unique example developed in partnership with Netflixhad tone defined from 22,918 photos of dogs sent by owners via WhatsApp. The algorithm analyzed all the images to arrive at the “the most caramel tone in Brazil”. The vehicle will be auctioned off with proceeds going entirely to the Caramelo Instituteresponsible rescue and adoption organization.

Why it matters: It’s branded content that works on multiple layers: Netflix film sponsorship (Caramel), genuine engagement with the community of guardians, social cause (animal adoption), and exclusive physical product that materializes the concept. The brand didn’t just advertise in the film, it co-created an experience that extends the narrative to the real world in a way that generates value in addition to awareness.

Algorithm analyzed 22,918 photos of dogs to create “the most caramel tone in Brazil” in an unprecedented automotive paint job

The process was collaborative from the beginning. Netflix fans sent photos of their caramel dogs, images formed a collective palette of tones that served as the basis for developing the exclusive automotive color. Landing page displays photos received, explains methodology and connects the public to the charity auction.

The campaign includes advertisements in Netflix’s media plan in Brazil and digital content with Rafael Vitti, protagonist of the film Caramel. On social media, videos highlight pet care during travel, positioning Tracker as a facilitator through features such as remote controls via the MyChevrolet app, collision sensors and OnStar emergency assistance.

“Alongside the caramel dog, which symbolizes affection and diversity in Brazil, Chevrolet reaffirms its role as a brand connected to national culture”said Guilherme Arruda, senior director of Marketing GM South America.

Fernanda Guimarães, director of Brand Partnerships at Netflix for Latin America, positioned the project as a model of co-creation: “The most special thing is that we managed to combine everything that the film Caramelo represents with the strength of co-creation with brands: animal adoption, social impact and authentic connection with fans. It is a perfect example of how we can co-create, generate real impact and expand the emotional relationship between the public, brands and our stories.”

A Wmccann created campaign in partnership with Netflix. Dani Ribeiro, CCO of the agency, defined: “Tracker Caramelo is a tribute to Brazilianness and the empathy that caramel represents. Putting this tribute into motion is Chevrolet’s way of reaffirming its commitment to themes that matter to Brazilians and recognizing multispecies families.”

The caramel dog already appeared in recent communication from Chevrolet. In the New Tracker campaign (“We evolve where it matters most”), character was the protagonist’s companion in a narrative about safety and rescuing pets via OnStar. Now, the brand transforms an established emotional relationship into a project of engagement and tangible social impact.

In addition to the vehicle auction, Chevrolet supports an adoption campaign developed with Netflix and Instituto Caramelo, including transferring dogs that need special care to adopters within the coverage area.