2016 Winners & Shortlists

FOR THOSE WHO ARRIVE FASHIONABLY EARLY

BrandGENERAL MOTORS - CADILLAC
Product/ServiceATS-V
EntrantINTERESTING TIMES Beirut, LEBANON
CategoryNon-Fiction: Series or Film
Entrant Company INTERESTING TIMES Beirut, LEBANON
Contributing Company INTERESTING TIMES Beirut, LEBANON
Media Agency CARAT Dubai, UNITED ARAB EMIRATES
Production Company JOY FILMS ME Dubai, UNITED ARAB EMIRATES

The Campaign

Cadillac is one of America's most famous automotive manufacturers and was once synonymous with the world of luxury. Now they want to go back to their roots and be more than just another a car company, they wanted to be a true luxury brand. How exactly were we going to achieve this? By breaking into Luxury fashion as it is one of the key categories that has wide appeal among both car buyers and luxury shopper, men and women and even influencers and purchasers. But we knew that Luxury Fashion is extremely competitive category and that in order to break in we'd have to make quite the entrance. So we decided to do something never before done in the world of fashion...We decided to show up Fashionably Early. Our idea? The first ever fashion photo-shoot in the back of a drifting car in some of Dubai's most stunning locations. We began with a teaser phase, leveraging social channels, where a masked man representing Cadillac’s “classified” V division, announced their search for the most fashion forward people in the region. This was the catalyst for our search for the bloggers and once found, a tailor made direct mailer was sent to them. Ahmad Bloushi , Zahra Lyla and Ahmad Daabas, the ideal candidates due to their influence in the region. Received the mailer and found another masked man video, instructing them, on where they should be. Come shoot day, the fashion blogger’s were surprised by a ATS-V coming to an abrupt stop inches away from them, then greeted by masked men, who escorted them into the car. Only to be hightailed off to destinations unknown to them for their photo shoots. When done, the footage had been revealed, spanning across a multitude of media touch points across the GCC and cinemas in Europe.

With 1,282,637 views across all videos on YouTube and media coverage spanning a multitude of car and fashion magazines, including PR publications on Debonair, Bespoke and La femme. The content led our new fans to fashionablyearly.me where 101,012 people watched more films, checked out the photo-shoots or read up on all the ATS-V has to offer. All in all, Fashionably Early blew away all expectations. In a one-month period, where 243 test drives were booked and we achieved over three million impressions on social media Most importantly, people across region once again began to see Cadillac as a true luxury brand.

Credits

Name Company Role
Heba Amin Cadillac Advertising Manager
Akshaya Sikand Cadillac Retail and Digital Marketing Manager
Nadim Ghrayeb Cadillac Regional Sales/Marketing Manager
Wassim Bassil Interesting Times Managing Partner
Jimmy Francis Interesting Times Partner and Creative Director - Copy
Mo Al Ghossein Interesting Times Partner and Creative Director - Art
Tres Colacion Interesting Times Associate Creative Director
Ashraf Mansour Interesting Times Partner and Head of Strategy
Marta Bielik Interesting Times Senior Planner
Lara Safar Interesting Times Engament Director
Nadim Abdel Massih Interesting Times Senior Engagment Manager
Ralph Abou Raad Interesting Times Art Director
Diane Zouein Interesting Times Designer
Gail Saab Interesting Times Designer
Oscar William Joy Films Associate Creative Producer
Luigi Pane Abstract Groove Director
Diego Indraccolo Abstract Groove Director Of Photography