The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
To establish a performance reputation for the entire brand and launch the VSeries line of high-performance Cadillac vehicles, a series of five-second commercials reflected the fast acceleration of these cars. In addition, the agency and client created an online competition for five-second short films, promoted by the cast and directors of the movie "Be Cool." The result was a huge lift in performance perceptions and increases in dealer traffic and sales.
Client: General Motors
Agency: Leo Burnett Detroit