How do you take a brand like Cadillac and put them in places where they have never gone before while still staying true to nature of the brand? That was the task.
Our solution? Tap into the trend of affluent action sports (surfing, snow, road) that were starting to become hyper relevant to our Gen X targets who were gaining earning power.
To do this, we wanted to go farther that the sports themselves but celebrate the unique nature of these sports and the entrepreneurs who have turned these passions into life long successes. We partnered with photographer Matt Alberts to document this phenomenon through a 3 month cross country photography and video journey to capture these stories. We used digital, video and finally shot on wet collodion (a method from the 1800's) to create and incredible collection of passion earned from these sports across snow (Winter), road (Spring/Summer), water (Fall). This was the Seasons Collection.
The campaign lasted a year and achieved more than 280 million earned media impressions with features on sites such as The Berries, the Inertia, ESPN, Men’s Health, and more than introduced the brand to new audiences with captivating content that was shared weekly. At the end of each journey, we chose a prime market to host gallery events of the photography and experience, giving people a chance to experience the journey in real life creating a direct connection from the brand to consumers for 1000s of fans.
Creative Direction/Strategy: Scott Durday
Media Relations: Jack Barbour, Emmanuele Breccia
Event Production: Guia Golden
Photography Production: Matt Alberts
Video Production: Ryan Thompson
We announced the partnership with a digital short about Matt Alberts, his brand, and the journey to come.
We traveled from the Rockies to the Tetons in search of those who turned their winter passions into lifelong pursuits.
For each leg of the journey we held a gallery event, bringing to the life the art and photography of each season in front of consumers, media, and influencers.
The journey culminated with a hard bound coffee table book collecting the journey and sold online. Additionally we distributed the book to influencers and media as a final keepsake for coming along for the ride.