Cadillac’s newest crossover needed a cultural moment to set a new tone for the brand. What we created was a content driven and experiential moment centered around the world’s epicenter for culture, Complex Con and the phenomena of the “drop” or new release. We created the drop of all drops with the icon Nas, a custom Cadillac diamond chain, to celebrate the launch of the XT4. We also created a capsule collection with Othelo Gervacio, and built a physical installation on the floor of the convention that had lines wrapped around block to get the merchandise and get a chance to win the chain. This was XT4THEDROP.
Strategic and Creative Direction: Scott Durday (ROKKAN), Shane Malach (CARAT)
Social Strategy: Spice Walker
Art Director: Steff Wilson
Art Director: Jin Park
Copywriter: Max Mitrani
Photography: Justin Jamison
The idea drove true mobile business results with a 3000% spike in mobile traffic from our paid units and regional s search from the event. Additionally, we pushed the brand into a space that successfully bent its perception of its brand guidelines and set a new trajectory for how it engages with culture.