KEEP RISING
Cadillac needed a way to bring their above-the-line campaign “Rise Above” to life via social at the Oscars in a way that would translate the campaign into the culture of the night.
What resulted was the social campaign #KeepRising. Using the iconography of the Cadillac crest, we translated this into four-pronged story telling to lay out influencers, celebrities and the brand’s own rising story into a wealth of content pre, during, and post-show.
The social campaign helped drive a 23% increase in sentiment, a trending brand hashtag for the night with #KeepRising, and more than 1 Million organic impressions from influencer and video posts.
Campaign Creative and Strategy: Scott Durday
Strategy: Chelsea Coleman
Art Direction: Steff Wilson
Art Direction: Jin Park
Copywriting: Tommy Dudley
Production: Claudia Brodsky
Cadillac's Keep Rising Story
We debuted the brand’s story in four unique sound bites to align with the blue steps of the crest.
Spike Lee's Keep Rising Story
We partnered with 5 nominees to tell their Keep Rising stories via social during the pre-show and broadcast. Spike Lee’s was especially impactful with his first nomination of his career. Other influencers included Mark Ronson, Yalitza Arpacio, Winston Duke, and Shamiek Moore.
Keep Rising - Red Carpet
We shot a social short to connect our Blue Steps directly to the Oscars red carpet. These steps were actually featured in broadcast through an integration with the Oscars Pre-Show.