Bobby Ushiro
Designer at Phojoe
TituloRISE
Agência
Campanha RISE
Anunciante General Motors
Marca Cadillac
Data da primeira Transmissão/Publicação
Sector Empresarial Automotor
Filosofia On Sunday, February 24, Rokkan and
Cadillac introduced a new creative campaign, ‘RISE,’ to the 2019 Academy
Awards audience. Its message of “keep rising” captured the excitement of
the landmark Hollywood event with the type of cohesive campaign that is
synonymous with Rokkan – a fully integrated red-carpet activation,
celebrity partnerships and the debut of four new television spots featuring
Cadillac’s full lineup of SUVs.

‘RISE’ celebrates Cadillac’s legacy of rising beyond expectations and
reimagining the future. The suite of work demonstrates how the brand has
risen once again, motivating people to rethink what Cadillac is through
sleek visuals, electric sounds and the exhilaration that comes from sitting
behind the wheel of a Cadillac SUV.

The new work exemplifies Rokkan’s ability to penetrate cultural moments
with 360-degree creative and strategic campaigns. The multifaceted
broadcast, social and experiential elements of ‘RISE’ work in harmony,
fully engaging a diversified audience with consistent and comprehensive
messaging.

The :60 second television spot, ‘Rise Above,’ epitomizes Cadillac’s
legendary style and craftsmanship. The dramatic film shows people from
different walks of life physically rising up into one of Cadillac’s SUVs
juxtaposed against others dressed in awards show-elegance, rising into the
spotlight on stage. The additional three :30 second spots focus on features
of each model: the XT4, XT5, and Escalade, all underscored by Childish
Gambino’s iconic “Me and Your Mama.”
The social extension of ‘RISE’ reintroduces the Cadillac logo to the
world, bringing into focus the four, blue horizontal lines within the crest.
Visualizing those lines as a staircase opened the door to an innovative
story-telling technique throughout Oscars weekend. Leading talent in the
entertainment industry accepted the invitation to tell their inspirational
stories of perseverance, determination and success, using the hashtag
#KeepRising.
Rokkan and Carat partnered to create a one-of-a-kind interview platform on
the red carpet, bringing the blue lines of the Cadillac crest to life in a
physical space. As the marquee platform for the pre-show, Cadillac was a
focal point of the broadcast, including an exclusive on-camera interview
with Yalitza Aparicio and other incredible Hollywood storytellers who told
their “keep rising” stories of overcoming adversity from the blue step
stage.

‘RISE’ officially launched on February 21 and includes four television
broadcast spots, digital, social and OOH. The theme of “keep rising”
will continue to be rolled out over the course of the year.
Tipo de Mídia Televisão
Comprimento
Chief Creative Officer
Director executivo criativo
Group Creative Director
Creative Director
Creative Director
Director assistente criativo
Copywriter
Designer/AD
Social Photographer
Social Creative Strategy
Head of Integrated Production
Produtor executivo
Social Producer
Chief Client Officer
VP, Group Account Director
Group Account Director
Executivo de contas
Global Account Director
EVP, Chief Strategy Officer
Strategist
Creative Operations
Associate Director, Program Management
Traffic Coordinator
Vice President, Director
Director, Content
Associate Director, Content
CMO
Director, Content Creation
Manager, Content Creation
Manager, Media
Production
Director
DP
Executive Producer/Owners
Executive Producer/Owners
Executive Producer/Owners
Line Producer
Editorial
Editor
Editor
Produtor executivo
Producer
Cutting Assistant
Assistant Editor
Assistant Editor
VFX/Finishing
Colorist
EP Color
Color Producer
Associate Color Producer
EP
VFX Producer
Production Coordinator
Shoot Supervisor
Director criativo
CG Lead
2D Lead
2D Lead
2D Lead
2D Lead
Flame
Flame
Compositor
Compositor
Compositor
Compositor
Compositor
Compositor
Compositor
CG Team
CG Team
CG Team
CG Team
Design Producer
Design Director Mark Smith
Designer
Designer
Designer
Designer
Mix
Mixer
Mixer
Assistant Mixer
EP
Producer

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started