THE BRIEF
Research showed 75% of Canadians perceive Cadillac as an old, stodgy brand. Our mission was to make the XT4 launch relevant to young Canadians. It had to be more than a product reveal — it’s the spark that reignites Cadillac’s future in Canada.
THE IDEA
#XT4-ALL-THE-FEELS
#XT4-ALL-THE-FEELS
Through pulse-pounding sound, striking visuals, and hands-on interaction, we transported consumers into the raw thrill of driving a Cadillac through a multisensory experience. This wasn’t just an event — it was an adrenaline rush. And when the experience was over, we sent them straight to the dealership for a test drive.
The Recap.
Brand spot by Rokkan: we worked together with our partners at Rokkan to ensure the Canadian launch story felt fully integrated with the US led brand effort.
