Cadillac Dare Greatly
Cadillac engaged Publicis to envision a new generation of consumers, reshape expectations and defy perceptions of the iconic brand. I articulated a progressive, tech forward, trend setting consumer, who defines themselves in culture, with a defiant edge and thirst for experience. And re-imagined Cadillac through that lens.
I was tasked with creating an experience that would bring a forward thinking Cadillac to life. I creative directed the Pledge program.
The idea being that in-car technology enables Cadillac owners to drive innovation on Kickstarter and at Cadillac; was presented as a concept video and app prototype.
Pledge was a key part of winning the pitch, making Publicis the AOR for Cadillac’s global communications; an account worth roughly 60 million dollars.
Our core team immediately dove into a 6 week dash to launch this new vision for Cadillac at the 2015 Oscars. First we rebooted the brand by WHITING OUT all of Cadillac’s social properties; garnering a wave of press, praise and public interest.
Followed by rollout of Dare Greatly in the days leading up the Oscars.
During the Oscars televised event, and across social, we launched a film series featuring cultural influencers who embody the brand ethos; all driving to a new content hub Dare-Greatly.com.
Energizing interest in Cadillac and setting the stage for the launch of new product offerings.
18 months into the engagement brand perception, affinity and sales continue to improve. Dare-Greatly.com, now in phase 2, continues to evolve Cadillac through culture. And to fuel innovation Cadillac recently opened Cadillac House at their new headquarters in New York City .