It’s about what you do.
Not about what you own.

How to launch Book by Cadillac in Zurich? A new service by Cadillac which you can order cars on demand. The definition of luxury is changing. In the past, we had our status symbols parked in front of our houses. Now it’s about what you do, not about what you own anymore. You don't need to own a car, but the experience. In other words: “Drive more. Own less". - This is the starting point for the campaign. Since there's no rules anymore, we developed 3 motifs for the campaign, showing people in a very contemporary and luxury life style.

Imagine that: In the morning you are driving a CTS-V downtown, in the evening you select a Corvette and drive it throw the lake, where you meet your girlfriend for a romantic dinner. Weekend is coming, you plan going to the mountains in a great Escalade. Since life has no playbook anymore, we decided to play a bit with the Cadillac brand book, changing it a little bit and developing fresh and contemporary ads with an editorial premium style. Of course, still keeping the client identity.

1 - Glossy cars and lifestyle

Since Book by Cadillac is a groundbreaking service we decided to avoid traditional car ads. The motifs should be emotional, in which the car is the hero close to models who inspiring luxury lifestyle. The challenge: How can we highlight glossy cars and at the same moment work with lifestyle in our editorial layout with bold headlines?

2 - Lightning and reflections on the car

In addition we wanted to work with really cool and interesting lightning, playing with shadows from buildings, trees and other Zurich elements, making everything much more graphic and modern. As a result we also should have beautiful reflections on the car. With this briefing in hands, we selected the best phototographer for the project: Frederic Schlosser.