The idea to launch the Cadillac XT5 needed to be big as it was Cadillac’s entrance with a completely new SUV into a very crowded market. Its identity as a stylish and sophisticated option needed to be put on display.
The Unexpected Runway was the concept, born from the insight that our drivers want to make a statement in their cars, and specifically upon arrival. The idea was anchored with a partnership with fashion house, Public School, to co-launch the vehicle and a collection together in the most unexpected place possible. The deserts of Dubai.
With content and creative across digital, experiential, and physical goods, the campaign put XT5 immediately into the marketplace as a stunning new entry from Cadillac, with headlines in Vogue, Esquire, Paper and many more of the top fashion magazine who were suddenly writing about Cadillac and automotive for the first time due to the irristable reveal moment the campaign yielded.
With the launch like this, it was refreshing to see the vehicle quickly become Cadillac’s top selling vehicle and begin pulling marketshare from the brand’s luxury competitors.
Campaign Creative Direction/Strategy: Scott Durday
Production: Guia Golden
Digital Content Creative: Publicis
We brought the Unexpected Runway to life with a partnership announcement and sendoff for the XT5 like never before.
Esquire and others covered the event, generating more than 180 million impressions for the moment and immediately connecting the new direction of the brand to fashion and culture.