When Europe was swimming in a sea of samey, cold and techy electric cars, the “Go Loud” platform introduced Cadillac’s new range of expressive EV’s across 5 European markets.
Emmy-nominated Elliot Power set the tone with a loud TV spot, as a ride in a LYRIQ reawakens a driver’s spirit - with visuals from Chris Parks and music by MIINK.
In Paris, Berlin and Munich we opened luxury stores that flipped the showroom experience, and ran a campaign that put the LYRIQ and its in the spotlight.
We used movie magic to turn up the test drive in Sweden, increasing searches by 124%.
Influencers drove from Cadillac-Sur-Garonne to Paris, digging into French sub-cultures like hip hop and street art en route.
Alongside ECD Paddy Fraser, as CD I co-authored a bold new brand world and tone of voice, overseeing everything from ads to social, collabs, sponsorships, CRM and in-store content.
