Cadillac, the leading American luxury automotive brand, in partnership with Rokkan returns to the 88th Annual Academy Awards to continue building upon its inspiring “Dare Greatly” brand platform. Digging deeper into what it means to be truly daring, the evolution of this year’s campaign showcases the powerful potential that determination, passion and ingenuity can create when we defy what others say is impossible and search for a less conventional path. Although the world may tell us, “don’t you dare…,” it’s those who dare that will drive the world forward.
The new campaign celebrates those who dare to drive the world forward, nine remarkable innovators, ranging from ages 15 to 26, an ensemble representing the remarkable vision it takes to see what can be, the self-belief to take on those challenges, and the motivation to make it happen. Easton LaChapelle, 19, inventor of the brain-powered 3D printed prosthetic. Christopher Gray, 24, founded the app Scholly that helps students to more easily find scholarships for college. Laura Deming, 22, is a pioneering researcher dedicated to developing therapies to extend human lifespan. The campaign follows other similar stories of powerful invention born from brilliant young minds.
“Cadillac’s latest chapter in the ‘Dare Greatly’ story, ‘Don’t You Dare,’ aims to not only honor the achievements of those who took risks, but also to illustrate their origins, how they got there,” said Uwe Ellinghaus, CMO, Cadillac. “The Oscars provide a unique opportunity for us to showcase the modern essence of the brand on a night that celebrates those who dared greatly in film.”
The films coincided during the Oscars with the release of additional social content and a real-time social news desk, where Cadillac will ask its audiences to participate in the conversation by sharing their stories of ambitious, bold and daring goals using the #DareGreatly hashtag. The most daring stories will be selected to appear on DareGreatly.com and to be followed up with ongoing support from Cadillac.
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