Cadillac Debuts New Campaign at the 88th Annual Academy Awards

New Campaign Celebrates Those Who Dare to Drive the World Forward

Feb 29, 2016, 17:32 ET from Cadillac

NEW YORK, Feb. 29, 2016 /PRNewswire/ -- Cadillac (www.cadillac.com), in partnership with Publicis Worldwide (www.publicisna.com) and Rokkan (www.rokkan.com), returns to the 88th Annual Academy Awards to continue building upon its inspiring "Dare Greatly" brand platform, which relaunched Cadillac last year. The night of the Oscars unveiled the fully integrated brand campaign, building on the brand's momentum, and the launch of two new vehicles­­: the Cadillac CT6 flagship sedan and the first-ever Cadillac XT5 crossover.

The new campaign celebrates those who dare to drive the world forward, nine remarkable innovators, ranging from ages 15 to 26, an ensemble representing the remarkable vision it takes to see what can be, the self-belief to take on those challenges and the motivation to make it happen. These remarkable innovators include: Easton LaChapelle, 19, inventor of the brain-powered, 3-D-printed prosthetic; Christopher Gray, 24, founder of the app Scholly that helps students to more easily find scholarships for college; and Laura Deming, 22, is a pioneering researcher dedicated to developing therapies to extend human lifespan. The campaign follows other similar stories of powerful invention born from brilliant young minds.

Additional Work Supports The Launch Of Two New Vehicles: the CT6 and XT5
Innovatively engineered and beautifully crafted, the CT6 combines advanced technology with breathtaking design. The first-ever XT5 crossover is a thoroughly progressive vehicle both inside and out, designed to accommodate needs, while expressing a distinctive sense of style.

Carla Serrano, CEO, Publicis New York commented, "Last year, we launched Cadillac's Dare Greatly out into the world. This year we continue our mission by revealing Cadillac's boldly sophisticated cars and by honoring truly inspiring people that drive the world forward with much-needed optimism and youthful moxie."

"Don't You Dare" begins in social, teasing the origin stories of three of the main innovators in several 15-second videos, developed by Rokkan, showcasing the challenges they faced and the inspiration that drove them. Ultimately, the teasers arrive at Cadillac's brand site, DareGreatly.com (www.DareGreatly.com), which houses three 60-second spots featuring the in-depth origin stories, told from each entrepreneur's own words.

Cadillac's DareGreatly.com has been completely relaunched as a premium digital lifestyle destination for luxury consumers. The site hosts a wealth of content and provides an in-depth look into the stories of those featured in the campaign. And through Cadillac's social channels and DareGreatly.com, audiences will be invited to participate in the conversation and share their own daring stories. The work launching this weekend includes TV, print, Out of Home, online video content and ongoing social.

Commenting on the Cadillac work, Publicis CCO Andy Bird stated, "In recent years, Cadillac has redefined its brand image by changing the conversation around a new generation of drivers. With this most recent development in the 'Dare Greatly' story, we hope to harness that cultural excitement and inspire that generation of boldness through the inspirational stories of their peers."

The new spots aired during the Oscars broadcast last night and more new content (as well as background on those featured), can be found by exploring DareGreatly.com.

About Cadillac

Cadillac has been a leading luxury auto brand since 1902. Today Cadillac is growing globally, driven by an expanding product portfolio featuring dramatic design and technology. More information on Cadillac appears at http://www.cadillac.com. Cadillac's media website with information, images and video can be found at http://media.cadillac.com/.

About Publicis Worldwide:

Publicis Worldwide is a global creative agency, with 89 years' experience providing change leadership for its clients. We believe that this era demands a combination of strategic, creative and digital ideas that help clients to Lead The Change in their own digital transformation. With over 13,000 employees in 84 countries, clients include AXA, BNP Paribas, Carrefour, Cartier, Citi, Coca-Cola, Haier, HP, L'Oréal, LG, Luxottica, Nestlé, Orange, P&G, PayPal, Pernod Ricard, RATP, Renault, Sanofi, Seb, Siemens, Telefonica, Total and UBS.
Publicis Worldwide is a part of Publicis Groupe.
www.publicis.com | @PublicisWW | http://on.fb.me/1uGQDFR

About Rokkan 

Rokkan, a partner for brave change, takes its name from the Japanese word for "the sixth sense," bringing intuition to research and strategy to help brands create data-driven and highly creative storytelling, social engagement, customer experience and e-commerce. Founded in 2000, Rokkan has grown from a three-person startup into an innovation outlier within the Publicis Groupe. With offices in New York, Chicago, Los Angeles and now Singapore, Rokkan leverages a unique and nimble approach that blends strategy, storytelling and technology for outstanding results. Clients include Cadillac, American Express, JetBlue Airways, Samsung, Purina Nestle and more.

For more information visit www.rokkan.com, or follow us at @Rokkan, on FB and Instagram.

Creative Credits:

Cadillac
XT5 "Don't You Dare"
Credits

Client: Cadillac
Product: XT5
Campaign Title: "XT5 Don't You Dare"
Length: 30
Agency: Publicis North America
Agency Location: New York

Chief Creative Officer: Andy Bird
Creative Directors: Brian Connolly, Glen Hiltzinger, Bob Veasey
EVP, Chief Production Officer: Lisa Bifulco
SVP, Executive Producer: Jon Rosenberg
EVP, Managing Director: Adam Hunt
Account Supervisor: Andrea Bedoya

Production Company: Independent Media
Director: Janusz Kaminski
Executive Producer: Susanne Preissler
Head of Production: Marc Siegel
Line Producer: Denise Rocchietti
Director of Photography: Janusz Kaminski

Editorial Company: Lost Planet
East Coast Executive Producer: Krystn Wagenberg
Producer: Casey Cayko
Editor: Saar Klein
Asst. Editor: Steven San Miguel

VFX Company: The Mill
Executive Producer: Melanie Klein
Producer: Jason Bartnett
VFX Artist: Jason Bartnett

MIX Sound Lounge
Mixer: Rob DiFondi
Producer: Liana Rosenberg

Cadillac
Escalade "The Herd"
Credits

Client: Cadillac
Product: Escalade
Campaign Title: "The Herd"
Length: 30
Agency: Publicis North America
Agency Location: New York

Chief Creative Officer: Andy Bird
Creative Directors: Brian Connolly, Adrian Flores, Jana Pejkovska
EVP, Chief Production Officer: Lisa Bifulco
VP, Executive Producer:  Lauren Schneidmuller
EVP, Managing Director: Adam Hunt
Account Supervisor: Zach Chernes

Production Company: Independent Media
Director: Janusz Kaminski
Executive Producer: Susanne Preissler
Director of Photography: Janusz Kaminski

Editorial Company: Lost Planet
Editor: Max Koepke
Assistant Editor: Steven San Miguel
Executive Producer: Krystn Wagenberg
Producer: Aimee Crook

VFX Company: The Mill
Executive Producer: Melanie Wickham
Producer: Jason Bartnett

Colorist: Stefan Sonnenfeld, Company 3
Sound Designer: Bill Chesley, Henryboy
Sound Mixer: Jody Nazzaro, SuperExploder

Cadillac
CT6 "Forward"
Credits

Client: Cadillac
Product: CT6
Campaign Title: "Forward"
Lengths: 60, 30, 15, 10
Agency: Publicis North America
Agency Location: New York

Chief Creative Officer: Andy Bird
Creative Directors: Brian Connolly, Adrian Flores, Jana Pejkovska
Associate Creative Director/CW: Jeroen De Korte
EVP, Chief Production Officer: Lisa Bifulco
VP, Executive Producer:  Lauren Schneidmuller
Account Director: Gigi Lewis
Account Supervisor: Andrea Bedoya

Production Company: Independent Media
Director: Janusz Kaminski
Executive Producer: Susanne Preissler
Director of Photography: Janusz Kaminski

Editorial Company: Lost Planet
Editor: Federico Brusilovsky
Assistant Editor: Zaineb Abdul-Nabi
Executive Produer: Krystn Wagenberg
Producer: Aimee Crook

VFX Company: The Mill
Executive Producer: Melanie Wickham
Producer: Jason Bartnett

Colorist: Stefan Sonnenfeld, Company 3
Sound Mixer: Jody Nazzaro, SuperExploder

Cadillac
Brand "Don't You Dare"
Credits

Client: Cadillac
Product: Brand
Campaign Title: "Don't You Dare Stories" & "Don't You Dare Alt"
Lengths: 60, 30
Agency: Publicis North America
Agency Location: New York

Chief Creative Officer: Andy Bird
Creative Director: Richard Ryan
Associate Creative Director/CW: Josh Aiello
EVP, Chief Production Officer: Lisa Bifulco
SVP, Executive Producer:  Anthony Garetti
EVP, Managing Director: Adam Hunt
Account Director: Gigi Lewis

Production Company: Anonymous Content
Director: Mark Romanek
Executive Producer: Sue Ellen Clair
Line Producer: Tom Martin
Director of Photography: Rob Hardy

Editorial Company: Rock Paper Scissors
Editor: Damion Clayton
Executive Producer:  Eve Kornblum
Producer: Jenny Greenfield

Audio Record & Mix: Tom Jucarone & Peter Holcombe/Sound Lounge
Colorist: Tom Poole/Company 3

Origin Stories Online Films:

Brian Carley – Chief Creative Officer, Rokkan
Joe Tao – Chief Delivery Officer, Rokkan
Matt Garcia – SVP, Client Partnership, Rokkan
Stephanie Tudor – Account Supervisor, Rokkan
Michael Wallace – Producer, Rokkan
Emily Garvey – Associate Strategy Director, Rokkan
Billy Veasey – Creative Director, Rokkan
Noel Nickol – Associate Creative Director, Rokkan
Steff Wilson – Art Director, Rokkan
Sarah Donnenberg – Producer, Hone Productions
Autumn Cherrington – Account Director, Rokkan
Amanda Caldari – Copywriter, Rokkan
Liz Hess – Strategist, Rokkan
Katie Lee – Jr. Copywriter, Rokkan
Spice Walker – Strategist, Rokkan

 

SOURCE Cadillac



RELATED LINKS

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