Title | RISE |
Agency | ROKKAN |
Campaign | RISE |
Advertiser | General Motors Corp. |
Brand | Cadillac |
Date of First Broadcast/Publication | 2019 / 2 |
Business Sector | Automotive |
Philosophy | 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. |
Media Type | Television |
Length | |
Chief Creative Officer | Brian Carley |
Executive Creative Director | Alex Lea |
Group Creative Director | Bill Carlson |
Creative Director | Austin Muncy |
Creative Director | Rob Rooney |
Associate Creative Director | Steff Wilson |
Copywriter | Tommy Dudley |
Designer/AD | Jin Park |
Social Photographer | Justin Jamison |
Social Creative Strategy | Scott Durday |
Head of Integrated Production | Bruce Andreini |
Executive Producer | Jenny Lee |
Social Producer | Claudia Brodsky |
Chief Client Officer | Matt Garcia |
VP, Group Account Director | Scott Durday |
Group Account Director | Barney Baxter |
Account Executive | Kaileigh Woodruff |
Global Account Director | Nicole Herman |
EVP, Chief Strategy Officer | Nicolas Chidiac |
Strategist | Chelsea Coleman |
Creative Operations | Hank Romero |
Associate Director, Program Management | Maxine Ho |
Traffic Coordinator | Max Ackerman |
Vice President, Director | Shalise Bennett |
Director, Content | Shane Malach |
Associate Director, Content | Laura Pekerek |
CMO | Deborah Wahl |
Director, Content Creation | Renee Rauchut |
Manager, Content Creation | Kyle D’Ascenzo |
Manager, Media | Ray Warren |
Production | JOJX |
Director | Oliver Würffell |
DP | Matthias Koenigswieser |
Executive Producer/Owners | Pedro Aragão De Oliveira |
Executive Producer/Owners | Joe Care |
Executive Producer/Owners | Pedro Aragão De Oliveira |
Line Producer | Leanne Amos |
Editorial | Lost Planet |
Editor | Mike Sobo |
Editor | Federico Brusilovsky |
Executive Producer | Krystn Wagenberg |
Producer | Samara Kelly |
Cutting Assistant | Steven San Miguel |
Assistant Editor | Alene Lynch |
Assistant Editor | Hannah Snow |
VFX/Finishing | MPC |
Colorist | Mark Gethin |
EP Color | Meghan Lang |
Color Producer | Rebecca Boorsma |
Associate Color Producer | Damian Winterbottom |
EP | Camila de Biaggi |
VFX Producer | Aiste Akelaityte |
Production Coordinator | Sydney Sanford |
Shoot Supervisor | Vicky Osborn |
Creative Director | Ashley Bernes |
CG Lead | Vicky Osborn |
2D Lead | Tobey Lindbäck |
2D Lead | Rob Walker |
2D Lead | Ruari Twohig |
2D Lead | Renato Carone |
Flame | Lawrence Merrill |
Flame | John Shafto |
Compositor | Alejandro Taylor |
Compositor | David Piombino |
Compositor | Kelly Bruce |
Compositor | Giulia Bartra |
Compositor | David Anger |
Compositor | Hector Cabrera |
Compositor | Jon Rogala |
CG Team | Santosh Sailesh Gunaseelan |
CG Team | Dan Fine |
CG Team | Francisco Fraga |
CG Team | Jacob Fradkin |
Design Producer | Gwen Frey |
Design Director | Mark Smith |
Designer | Anthony Riccardi |
Designer | Myrna Kinnman |
Designer | Adam Rozanski |
Designer | Bobby Ushiro |
Mix | Heard City |
Mixer | Dan Flosdorf |
Mixer | Elizabeth Mcclanahan |
Assistant Mixer | Tom Morris |
EP | Sasha Awn |
Producer | Andi Lewis |