For Cadillac’s 120th anniversary, we took over a subway with unbranded content with copy that alluded to the brand’s place in culture. When passerby scanned the accompanying QR code, they were taken to playlists crafted for various markets, including Detroit, LA, NY, and Atlanta–because when Outkast mentions your brand, you’ve got to bring attention to it, right?
Agency: Leo Burnett Detroit / Co-written with: Allie Haroutanian / ADs: Lindsey Evans, Austin Ho
Cadillac
Case study
OOH / Subway Takeover
We put up unbranded content in various markets with a QR code that would lead to that city’s associated playlist with songs mentioning Cadillac. NY, with a huge hip-hop/rap scene, got its own subway takeover.
The Playlists
We developed playlists for various markets, including Atlanta, NY, LA, and Detroit, with each playlist made-up of songs mentioning the iconic brand.