| Brand | GM |
| Product/Service | CADILLAC |
| Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Large Scale |
| Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Credits |
| Executive Creative Director | Malek Ghorayeb |
| Creative Director | Yayati Godbole |
| Copywriter | Abraham Varughese |
| Account Manager | Kamal Abdelbaki |
| Account Supervisor | Hassan Abouezzeddine |
| Art Buyer | Sylvia Trinidad |
| Art Director | Mahesh Salgaonkar |
| Other Credits | Sunil D’costa |
Execution
Objective: To demonstrate the advantage of Cadillac Escalade’s advanced Park Assist over other large SUVs.
Concept: Specially installed ambient posters in small underground parking bays create an illusion of space and make cramped spots seem bigger than they are. But as parking sensors go off on approaching the wall, drivers are drawn to the poster and its message: “No spot feels cramped. New Cadillac Escalade with Park Assist.”
Result: While no measurable results where available at the time of this submission, there was a higher than usual awareness of the Escalade’s feature amongst people visiting Cadillac showrooms