| Brand | GENERAL MOTORS |
| Product/Service | CADILLAC |
| Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Category | Use of Magazines/Newspapers |
| Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Media Placement: | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Results and Effectiveness
Not communicated by the client
Creative Execution
We used a magnetic bookmark as a special application in major communication magazines.
The bookmark displays the car with copy that links the objective of the bookmark with the product feature.
And though the bookmark sticks to every page, the surprise happens when the reader arrives at the CTS-V Coupe ad, where the bookmark takes its natural place on the road and completes the copy.
Insights, Strategy and the Idea
To promote the 'Magnetic Ride Control' feature of the all-new 2011 Cadillac
CTS-V Coupe.
Credits
| Malek Ghorayeb |
Leo Burnett Dubai |
Regional Executive Creative Director |
| Rafael Augusto |
Leo Burnett Dubai |
Senior Art Director |
| Sunny Deo |
Leo Burnett Dubai |
Senior Copywriter |
| Dimitri Papadimitriou |
Leo Burnett Dubai |
Communications Manager |
| Kamal Abdelbaki |
Leo Burnett Dubai |
Communication Supervisor |
| Nicolas Chidiac |
Leo Burnett Dubai |
Planner |