Cadillac Strengthens Connections with Art and Design Community in the Middle East

Cadillac has strengthened its connection with the art and design community in the Middle East by collaborating with some of the leading artists and fashionistas in the region. This drive to boost brand awareness highlights the success of the brand’s ‘Dare Greatly’ brand ethos and is meant to showcase the bold and edgy style of the models that are apart of Cadillac’s range.

Last year, Cadillac’s Arabs of New York campaign focused on the entrepreneurial spirit of Arabs living in the US, Cadillac Middle East’s latest campaign is one that is firmly rooted in the region. Cadilalc will be featuring five individuals who the company believes represent the brand’s design belief and philosophy in a series of short films. These films will depict how these individuals use design and style to express themselves. Each film will also serve to spotlight a different Cadillac model that integrates the brand’s new design DNA.

Commenting on the new campaign, Nadim Ghrayeb, Cadillac Middle East’s Head of Marketing said that Cadillac had initiated a program to revitalize the brand in 2015. The company wanted the brand to be more locally relevant and celebrate what the Middle East has to offer in terms of both art and design. He said that when the company chooses people to co-create content, it chooses people and activations that resemble Cadillac’s thinking and direction like Sole DXB.

One of the individuals featured in the series is the celebrated collector of sneakers and fashion lover, Kuwait-based Tareq Q. He is better known as KicksTQ and will be joined by UAE-based fashion influencer Dana Hourani and singer and song writer Basil Al Hadi. Al Hadi fronts the Arabic Reggae band, Karrouhat. Two Lebanese residents fashion designer Lara Khoury and the lead singer of the rock band “The Wanton Bishops”, Nader Mansour are the toher two personalities who will be featured in the series.

The new campaign is the latest in a series of such strategic partnerships which highlight Cadillac’s passion for design and style. The new campaign will complement the original Arabs of New York campaign. Cadillac Middle East had earlier teamed up with famous New York-based photographer and filmmaker Khalik to co-create and present a unique exhibition at the Gulf Photo Plus (GPP) Photo Week, for which it was also Presenting Sponsor.