The contest was set up in 2007 by Chevrolet Europe to foster creativity in young artists and to strengthen the company's core brand values such as value without compromise in design. Eight countries and schools participated in the very first contest. In just three years the contest's popularity and reputation have grown immensely, taking the number of countries participating to 20. In 2010 an impressive number of colleges, over 130, will participate.
The UK is participating in the categories: photography, video and visual arts. Chevrolet UK has been successfully scouting across the country for talent, encouraging art colleges and universities to promote their up and coming young art students. A staggering 16 UK art schools and universities have chosen to seize this opportunity and register their schools. They recognise that the competition will give their students the chance to participate in a European contest, gain exposure to the industry and work to a professional brief as they will do later on in their professional lives.
Craig Cheetham, PR Manager of Chevrolet UK: "In the past three years Chevrolet has made a conscious effort to engage with a younger more dynamic audience. The Young? Creative? Chevrolet! Competition has become an important part of this campaign and the time is now right for the U.K. to support it as well. The Chevrolet Spark is the ideal car for the current generation of younger motorists and we are confident that the youth of Europe will embrace its values".
All briefs revolve around the Spark, launched in the UK beginning of February 2010 and the car for the future - the extended-range electric vehicle, Chevrolet Volt. The briefs are as diverse as creating eye-catching photos of the Spark for the lifestyle press to designing a futuristic outfit to embody the spirit of the Chevrolet Volt.
On 23 April a national jury comprising of experts such as the Director of video for AOL and the art and fashion blogger Katie Chutzpah will select the top three winners who will continue on to the European finals with a chance to win prize money and a once-in-a life-time chance - Chevrolet offers all 1st prize winners the opportunity to take part in a short work experiences described as witness trips - working alongside experts in the student's respective fields.