#DareGreatly Launch

Dare Greatly is a pitch-winning platform designed to reverse Cadillac’s fortunes and make the brand relevant again to a new, entrepreneurial audience.

Deliberately luxurious, it shines a light on Cadillac’s mentality rather than its metal.

It was teased until the Oscars, then during a media reset blank spaces were run, before the campaign launched during the awards ceremony itself.

Their films and philosophies of those entrepreneurs were screened throughout the Oscars and their stories (Richard Linklater, Steve Wozniak, Jason Wu and the rest) continued online.

The Set-Up

The Media Reset

Oscar's Night

The Individual Stories

And On...