Cadillac Shoot with BBH
A fully intergrated shoot, produced in record time.
We worked in partnership with BBH to win the Cadillac business and went on to produce a successful, full scale shoot while under various time and budget restrictions.
In 2009, BBH asked thelab to help them pitch the Cadillac account. When the six pitching agencies were cut down to three, BBH was still in the running as a result of a powerful Cadillac brand film we created together.
Coming out of the pitch, BBH was named agency of record and thelab was named the integrated production company of record for Cadillac. We took this win head-on and started confronting the variety of challenges this account presented.
Despite the fact GM had just been bailed out from bankruptcy, they were asking us to market a new line of Cadillacs for which there was no existing pool of assets. So we had to start from scratch with a drastically reduced budget. Additionally the media had already been purchased and we had less than three months to get the entire campaign package produced, including the full range of deliverables: TV, print out of home, online advertising and all assets for the brand website.
Within a month from the account win, thelab consolidated all production into a single large-scale 6-week shoot in Los Angeles, that covered 22 Cadillac vehicles across seven different product lines. In those six weeks thelab captured an entire year’s worth of still and video assets.
Upon seeing our work, outgoing GM leader, Bob Lutz, commented, “this represents the most stunning and compelling marketing I’ve seen for Cadillac since the ‘60’s.” The following is one of the first spots to hit the air utilizing assets from the shoot and some images from the shoot.
