Cadillac

The Challenge

Cadillac was on a wandering road and had lost its status as the aspirational American luxury automotive brand. In a sea of imports, Cadillac needed to be proudly American and a modern symbol of achievement.

The Insight

Cadillac was a brand for people who believed you make your own success in life. Cadillac was for the self-made, the ones bold enough to reach for the brass ring, and they wanted to arrive
in style.

The Solution

Work hard. Be lucky. was a campaign that pushed the edges, made no excuses and claimed a space that was rightly ours. We got the swagger back and an American icon of optimism and opportunity was reborn.

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Treating the car like a piece of art, we kept the lines clean and the message loud and clear. The updated Cadillac crest and script were on proud display.

To celebrate the ultimate success, we helped first-round draft pick Teddy Bridgewater make good on a promise to his mother. With the help of Spike Lee, we created a film activation where Teddy was finally able to give his mom that pink Escalade, pink rims and all.