Cadillac

The idea was to associate the new car with culture, wealth and status.
We developed two creative directions. Invite/involve famous photographers
to interpret the Cadillac in their own style… To start with, we choose Micheal Comte,
well-known in Europe as well as in the US.

THE CHALLENGE

To change the mind of Europeans perception of Cadillac as a has-been brand, who’s hey-days were long gone by. It was more associated with the past than the future. 

Cadillac was repositioned as the true American luxury icon by evoking the brand’s history of glamour of today. 
A “behind the scenes” editorial approach was developed, associating the brand with world famous fashion photographer Michel Comte, who used his distinct style to interpret the new Cadillac.  

At the same time of the campaign, we developed Cadillac Experience Centers in showrooms in major European cities. The same approach was implemented in all dealerships.