Cadillac / Dare Greatly

Cadillac's re-entry into a rapidly changing global luxury marketplace that perceives value in craft and a grounded point of view. Dare Greatly, the mantra, is rooted in a speech by Theodore Roosevelt and calls on Cadillac to challenge it's own brand perception as newly forming believers and consumers. The launch was a collaborative coordination of multiple agencies including brand, advertising, PR and media with focussed client immersion.