NEVER STOP ARRIVING
2021 ESCALDE LAUNCH
Social Campaign
THE BRIEF: Create content that builds hype on Cadillac's social channels during each stage of the 2021 Escalade arrival.
PRE-ARRIVAL
THE BRIEF: Announce the upcoming arrival of the latest & greatest Escalade to current owners and fans, while maintaining pride in the previous 4 generations of the vehicle.
Escalade's Cultural Influence
We counted, then posted all of Escalade's movie and music cameos in the last 21 years. Using numbers, instead of titles allowed us to count all of Escalade's cameos, without paying for usage for mentioning each piece.
Evolution Animatons
We partnered with animators @ari_fararooy and @pinot & asked them to visually interpret the evolution of Escalade.
ARRIVAL
THE BRIEF: Build hype on social that supports the Never Stop Arriving TV spot. Create content for Regina King to post on her channels, in support of the partnership.
We cut the 30 second TV spot to follow best practices for the following platforms:
Twitter – combined footage from the spot, with behind-the-scenes footage
Instagram Post – posted the 30 second spot in-feed, where most users would take time to watch it
Instagram Story – cropped into the 15 second spot to fit the vertical ratio, cut the spot into 5 second clips and wrote out Regina's script, with on-screen graphics
POST-ARRIVAL
THE BRIEF: Keep Cadillac's followers engaged to learn more about the Escalade on social media.
To show off Escalade's hands-off driving feature, we took the best reactions from celebrities' "letting go" moment & shared on Cadillac's social channels.
Agency: Leo Burnett – Detroit
Copywriters: Jig-zed Pawo & Travis Grand
Creative Directors:
Stuart O'Neil, Matt Cramp