Cadillac Arabia asked us to create a social media campaign to highlight Cadillac's bold and cutting edge design. After conducting market research in the region, we discovered that many were not exactly fond of Cadillac's edgy design...people either absolutely loved or hated the aesthetic.
Our social media campaign re-affirmed Cadillac's boldness and claimed that "Design is Not a Democracy". Cadillac's design is unapologetically different and daring compared to its competitors. We created the illusion of democracy by replicating social media tools and made them non-interactive. We also disabled comments wherever we could.
As engineered, this campaign did not lead to discussion, but it did, indeed, lead to purchase.