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:
- 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.
- Additionally, it's increasingly challenging to get today's discerning consumer to engage with paid advertisements in general.