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From the 11th Annual Shorty Awards


Entered in Auto, Location-Based Experience


Cadillac was looking to create a breakthrough experience to launch the XT4, our first-ever compact luxury SUV. The SUV segment is highly competitive so it was critical that we created a breakthrough experience to not only connect with millennial consumers but show up in a new and unexpected way. As a result, we needed to re-invent ourselves to reinvigorate the brand for a new audience by transcending culture in a big way.

When developing this campaign, we had one major goal in mind. We needed to ensure we were reaching enough people to expose them to our new (beautiful) SUV.

Strategy and Execution

Millennials are known to love experiences that push culture and are always looking for the new and exciting daily adventures to share socially.

Our solution? Make an undeniable impact by taking over the most important youth culture moment of the year…Complex Con.

To do so - we created an immersive multi-vehicle installation experience and launched exclusive / custom merchandise giveaways created by premier cultural artists Othelo Gervacio and Takashi Murakami. To conclude the weekend, we partnered with iconic rapper Nas to giveaway the most exclusive drop of the weekend a Cadillac diamond-encrusted chain to one lucky fan.

Beyond the installation, we used data to curate special giveaways of the most sought after merchandise at the event that appealed to collectors as well as the general public.

Cadillac was also the presenting sponsor of ComplexCon's musical stage which included branding on-stage and throughout the arena. Our presence was amplified via Twitter and Instagram, reaching a wider audience and gaining additional exposure.

To sustain our presence after the event, we partnered with popular digital artists to create custom Instagram content that brought to life the tone of our campaign in a bold and interesting way, extending reach and driving the XT4 into the cultural zeitgeist.



Video for #XT4THEDROP

Entrant Company / Organization Name

Carat, Cadillac


Entry Credits