Cadillac

How do you rebrand an aging American luxury automaker? By recruiting a new, more daring breed of drivers.

Our team developed a broad series of partnerships and digital experiences that sought to redefine what it meant to be a contemporary Cadillac owner. 

We began with a series of geo-targeted challenges that encouraged users to seek out new brand-aligned experiences around them. A curated list of locations and a slowly pixilating image of a Cadillac CTS key fob helped gamify the adventure. Those who went the distance and attended the final event were rewarded with a brand new Cadillac CTS 2-door coupe.

Partnerships with Mr.Porter, Uncrate, and Kickstarter helped visualize the new Cadillac lifestyle in unexpected ways.

Nature of Work:

Concept
Script Development
Production
Post-Production
Digital
Print
Event

Credits:

Client:
Agency:
Role:
Cadillac North America
Lowe Campbell Ewald
Copywriter

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