The title of the GM campaign “Determined to Win” is based on the values of integrity, creativity and innovation in the automotive business. It was created by the internal communications team at GM, led by the Director of Communications, Nelson Silveira. The inspiration for the project came from professional athletes who see obstacles as challenges. The campaign will have several stages, culminating with the closing ceremony in January of 2017, commemorating 92 years of GM and Chevrolet in Brazil. Events featuring various professional sports will occur at the launch of the campaign and throughout the year.