Overview & Goals

In the fall of 2018, Cadillac was looking for a big idea that would generate buzz and coverage around the XT4, an all-new crossover launched in October. The goal was to capture attention and enthusiasm from mass audiences, as the new vehicle is situated at the entrance of the luxury market, representing a new space and customer target for the brand.

Though Cadillac would support through paid initiatives, the brand was NOT looking to create a traditional commercial or overt advertisement. Instead, they wanted to push boundaries and spark conversation, creating a truly shareable piece of work that would raise awareness and visibility in a creative, engaging way.


When ideating, we knew there were a few hurdles to overcome:

  1. Beyond automotive enthusiasts or those currently in the market for a new vehicle, the general public, as well as mass media, doesn't typically care about new cars or pay attention to commercials for new vehicles.
  2. Additionally, it's increasingly challenging to get today's discerning consumer to engage with paid advertisements in general.