a branded partnership proposal


The Chilcotin Region, deep in the Canadian wilderness, is the aboriginal home of the Tsilhqot'in people; a culture rooted in tradition and relationship to the land. 



Tsilhqot'in First Nation x Chevy

Chevy trucks are strong and dependable. In rural Canada, they cross rivers in spring, carry canoes and supplies into the back county in summer, haul livestock and equipment in the fall, and go right out onto the ice for pond hockey and ice fishing in winter.

In First Nations territory, Chevy trucks make rugged, traditional lands accessible to elders and youth, helping to maintain strong ties to each other and to the land where they have lived for thousands of years. Trucks are centre stage every gathering. 

The elders of the Tsilhqot'in Nation are acute observers of nature, a relationship woven deeply into the Tsilhqot'in language. As with most indigenous cultures, as elders grow old, the number of native speakers is decreasing rapidly. The language holds context for history and identity.

From a western, english language perspective, the legends of the Tsilqhot'in people read like a Castaneda book, describing lineage and legend in terms unfathomable to outsiders.

This collaboration will allow us to create extensive audio and video archive of the native language, recording the stories of the seasons and creating a 4 episode series in one of the most spectacular, untouched regions in the world.

The series is rooted in anthropology. Chevy branding is subtle and organic.

It is earthy, edgy and contemporary.


[sample stories below]


episode 1

Winter - How Raven Stole the Sun

"A long time ago, Raven was pure white, like fresh snow in winter. This was so long ago that the only light came from campfires, because a greedy chief kept the stars, moon, and sun locked up in elaborately carved boxes. Determined to free them, the shape-shifting Raven resourcefully transformed himself into the chief's baby grandson and cleverly tricked him into opening the boxes and releasing the starlight and moonlight...."

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episode 2

Spring - The Breath of the Fawn

...Opichi and his father went together into the forest and the father selected a spot on top of a small hill. There Opichi made a small lean-to of saplings, covering it with hemlock boughs. He sat beneath it on the bare ground with a thin piece of deerskin wrapped about his shoulders. 
"I will return each day at dawn," the father said. "You will tell me then what you have seen." 
That night the north wind, the icy breath of the Great Bear, blew cold. Opichi's mother was concerned, but the father did not worry. "My son is strong," he said. "This cold wind will make his vision a better one." 
When the morning came, he went to the lean-to and shook the poles. "My son," he said, "tell me what you have seen." 
Opichi crawled out and looked up at his father. "Father," the boy said, "a deer came to the lodge and spoke to me." 
"That is good." said the father. "But you must continue to fast. Surely a greater vision will come to you..." 


episode 3

Summer - The Raven

Long ago when the world was completely dark, the Raven Creator asked the 'night people' for food. The 'night people' refused to feed Raven, so he punished them. He opened a box he stole which contained the sun. The people were afraid of the sun and scattered throughout the land. Those that sought the trees turned into land animals. Those that jumped into the sea became water dwellers. Those who jumped into the air grew wings and flew away. Yet those that remained kept their human form...


episode 4

Autumn - Salmon Boy

Long ago, among the Haida people, there was a boy who showed no respect for the salmon. Though the salmon meant life for the people, he was not respectful of the one his people called Swimmer. His parents told him to show gratitude and behave properly, but he did not listen. When fishing, he would step on the bodies of the salmon that were caught and after eating he carelessly threw the bones of the fish into the bushes. Others warned him that the spirits of the salmon were not pleased by such bad behavior, but he did not listen.

One day, his mother served him a meal of salmon. He looked at it with disgust. “This is moldy” he said, though the meat was good. He threw it upon the ground. Then, he went down to the river to swim with the other children. However, as he was swimming, a current caught him and pulled him away from the others. It swept him into the deepest water and he could not swim strongly enough to escape from it. He sank into the river and drowned.

There, deep in the river, the Salmon People took him with them. They were returning back to the ocean without using their bodies. They had left their bodies behind for the humans and the animal people to use as food. The boy went with them, for now, he belonged to the salmon...