THE CADILLAC CT5 REVEAL
The most successful organic campaign in cadillac’s history
When Cadillac launched their CT5 sedan, they needed to breathe new life into a very traditional “camo-off” reveal moment. When a new car design is revealed to the public, the baffling camouflage (which is used to keep the car’s look and lines un-photograph-able by telephoto lens armed auto journalists at the test track) is removed thus creating the “reveal.” We found that this moment is more than just a ceremony, it has a distinct sound and feeling. The peeling away of the pattern has a chills-inducing affect that’s popular in ASMR forums across the web. So, we targeted this young and savvy audience with the stimulating sounds of a new car launch. It’s a new-car smell you can feel.
We partnered with the artist Darel Carey to create a one-of-a-kind camouflage pattern inspired by the traditional black-and-white baffling look used by GM design.
Learn more about the highly successful launch here.