2019 Winners & Shortlists

CADILLAC HOTEL

Client/BrandCADILLAC, GM MOTORS
Product/ServiceXT4
EntrantPRISME INTERNATIONAL Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategoryInteractive Experiences
Idea Creation PRISME INTERNATIONAL Dubai, UNITED ARAB EMIRATES
Production PRISME INTERNATIONAL Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

In December 2018, Sole-DXB returned for its seventh year. Created to elevate a love for all things urban, it highlights streetwear, hip-hop, basketball, and contemporary art in a vibrant and captivating way. A flagship of youth culture in the Middle East – the festival attracts the precise audience that Cadillac wanted to talk to, the young and trendy. Dubai is traditionally known for landmarks that can be seen from space. Sole-DXB is an antidote to the refined lines and modern aesthetic that populates the city, by nurturing an urban culture; one which is created for and by young people. The festival challenges brands, influencers, and creatives to develop something authentic, impactful and worth experiencing. After all, the 28,000+ ambassadors of cool are amongst the most discerning audiences in the world. We knew we needed to be there, we just needed to convince them to stop by.

Write a short summary of what happens in the ambient or digital execution or campaign.

We developed a contemporary take on the traditional hotel journey that would visually intrigue and welcome guests. The personality of Cadillac hotel used vibrant colors, texture, patterns and transparent, dichroic film to create a persona that couldn’t be ignored. On the way through the space, guests collected their key, socialized in the lobby and drank in Cadillac’s vintage visual language. Imbued with interactive areas and tactile installations the Hotel stay was about collaborative experiences from the infinity mirror entrance, ball pit and glass swimming pool, then onto interactive activations representing the XT4’s horsepower, airbags, suspension and headlights. Finally, in the master-suite, guests discovered the all new Cadillac XT4. Accentuated by brand ambassadors, lighting, sound and projection we transported them into a new world. As a final memento of the experience, guests could use their room key to unlock test-drives at the Cadillac dealership.

Credits

Name Company Position
Tyrone Menezes Prisme International Creative Lead
Bernardo Moreira Prisme International Creative Lead
Manojkumar Rajagobal Prisme International 3d Designer
Juan Miguel Mojica Prisme International 3d Designer
Lama Marwan Kaddura Prisme International Graphic Designer
Joseph De Alwis Prisme International Graphic Designer
Julia Ulrich Prisme International Project Manager
Giselle Harding Prisme International Project Manager
Steve Bevan Prisme International Production Manager
Mick Stevens Prisme International Technical Manager
Safwan El Roufai Prisme International CEO
Chantalle Day Prisme International Operations Director
Alexander Wood Prisme International Head of Motion Content
Johnny Mollet Prisme International Head of Production
Shiobhan Small Prisme International Studio Manager
Simone Konigshausen Studio Königshausen Spatial Designer
Katrina Almalki Prisme International Production Coordinator
Efren Sangalang Prisme International Senior AutoCAD Draftsman