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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.