Situation/Brief:

The iconic Cadillac brand has a rich and storied history as a mark of excellence, and over the years, has become a symbol of achievement and success in the Black community. To drive brand and cultural relevance with this community, the brand wanted to create an audio campaign that enabled Cadillac to celebrate the important milestone of Hip-Hop’s 50th Anniversary, educating consumers on the artform’s inception and evolution over the years, into what is now the globe’s most popular music genre.

Objectives:

1. Drive brand relevance and affinity for Cadillac (specifically amongst African-American consumers) by showcasing the brand’s pivotal role in hip hop's narrative, emphasizing its cultural significance.

2. Showcase Cadillac’s appreciation and respect for the diverse voices and narratives within hip hop culture, promoting inclusivity and understanding.

3. Celebrate the 50th anniversary of hip hop by educating and engaging audiences about hip hop's humble beginnings and its enduring legacy on culture.

The campaign is narrated by MC Lyte, one of the architects and original female MC’s of Hip-Hop. As this noted hip hop legend gets into her Cadillac, she begins to reflect on her heritage, her place, and her unique contributions to hip hop, the globe’s most influential music genre, and how Cadillac has always been a part of this.

The campaign was a success, effectively garnering 70 million impressions, and increasing Cadillac’s brand visibility among diverse audiences Adults 18+. The campaign enhanced brand relevance by aligning Cadillac with the most significant cultural milestone of 2023: Hip hop’s 50th anniversary. This work contributed to Cadillac solidifying its position as the automotive brand that has and continues to celebrate and support diverse communities.