dare greatly

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

It shone a light on Cadillac's mentality rather than its metal. It was teased until the Oscars then during a media reset blank spaces were deliberately run, before the campaign launched during the awards ceremony itself.
The philosophies of those entrepreneurs (Richard Linklater, Steve Wozniak, Jason Wu and the rest) were screened throughout the Oscars and their stories continued through a bespoke site and on social.