Roll Out Timeline
One Week Before Oscars
HUMANS OF NEW YORK X CADILLAC: There is greatness in unity. With this in mind, we partnered with Humans of New York to create Greater Together Portraits. The portraits were teased days before The Oscars with only half a portrait, then completed when the stars hit the Red Carpet.
Social Countdown to Launch
Cadillac's Instagram gallery became a countdown to the brand film's release. “Carry” aired as the final tile was laid into place.
Night Before The Oscars
GREATER TOGETHER LETTER: On Oscars' eve, a New York Times full page ad was taken out for a message from CEO of General Motors, Mary Barra, on behalf of Cadillac. It was a simple message; we can transcend wars and walls together.
‘Carry’ Brand Film
The TV spot that debuted the night of the Oscars.
Greater Together Online Experience Launches
After the spot aired, the Greater Together experience at DareGreatly.com went live.
Visitors could read our letter, meet the heroes of “Carry” and further explore Greater Together Portraits.