Luxury whispers.
Cadillac told its team: “design the car you want to drive.”
MRM//McCann countered with: “design the campaign you want to see.”
For Cadiallac’s launch of the XT4, we developed un-scripted, behind-the-scenes, docu-style video content, featuring the young Cadillac design and engineering teams that developed the Cadillac XT4.
This work represents organic growth for the agency, with commensurate incremental fees. This content was delivered via email and directed to a launch micro-site. Cadillac was thrilled to have a new benchmark in email engagement and the microsite traffic and duration of time spent on the site exceeded all expectations.
Through this process, we uncovered a universal story to which we can all aspire—the story of designers, their inspiration, and the sheer magic that comes from the collaboration of the right group of people at the right moment in time.
The three videos in the series allowed us to showcase the humanity of the automotive world by meeting the designers, highlighting what each brought to the design, as well as the engineers who perfected its performance.