When my team and I were invited to revamp the website of the hugely popular HGregoire banner, it was a golden opportunity. Not only to prove our ability to dive into a completely new universe, but also to inject approaches that, in our eyes, were obvious—yet had never really been executed properly in the automotive website industry.
But truth is, this revamp wasn’t even our first mandate…
During a project evaluation meeting, I did what those who know me best expected: I reached further. I asked Richard Caron, then Marketing Director, to give us a chance to pitch our vision for their upcoming TV campaign. Somewhat surprised, he warned me it was “five minutes to midnight” and that we might be wasting our time. I still took the bet.
The result? Instead of presenting only our vision for the website, we also pitched a full campaign concept.
And if you’ve browsed BGBN’s site, you already know: we won that bet.
To everyone’s surprise, despite having little TV work in our portfolio, our vision and execution style hit the mark. In record time, we secured both the website revamp and the new TV campaign: YOU DRIVE, YOU CHOOSE! (click to watch)
Big thanks to Mr. Caron for his remarkable openness of mind. In the end, HGregoire came out winning from that bold decision.
Of course, the website didn’t come together overnight. Without diving into all the details, I’ll highlight one essential truth: in any web project, choosing the right developers is crucial. At first, we trusted a new partner—but after a few thousand dollars and a good dose of stress, we realized the “fit” just wasn’t there.
For me, developers fall into two main families:
It’s with the second family that we’ve always thrived. After this short detour, the transition to a new dev went smoothly. And the project’s success quickly opened the door to more opportunities—other dealerships and even a major bus brand (but that’s another story).
Even though the site has evolved since, it still carries the DNA of our collaboration. Visit www.hgregoire.com
Our journey with HGregoire eventually wrapped up a few years later, when TV campaigns featuring Jérémy Demay took over.
All in all, the ride was really nice. 🚗✨
