With the surging notion of "quiet quitting" across social media and social conversations, Gen Z and Millennials, are wanting to put less time into corporate jobs and more time into chasing their dreams. In honor of the All-New Chevy Trax launch, we launched a search for "Chevy's Lead Dream Chaser" who would receive The All-New Trax for 3 months and $100,000 to pursue their dream while sharing their journey on social media.  This was an earned-at-its-core campaign with a deep Integration across Chevrolet. The 360-degree effort leveraged influencer and CEO of Kickstarter, Everette Taylor; strong owned and paid social content channel; dedicated site support and more. The announcement attracted over 24 Million viewers on TikTok as well as thousands of submissions. Chevy narrowed in on five finalists leading up to the big winner announcement of Meag Schwartz, an environmental activist whose dream is to clean up the Great Lakes.