When it seemed like the nation was tearing apart,
Cadillac dared us to carry each other forward.
The story began on Oscars' eve with a NYT letter from
It was a simple message; we can transcend wars and walls together.
Greater Together Portraits: Phase One
There is greatness in unity. With this in mind, we partnered with Humans of New York to create Greater Together Portraits.
The portraits were teased days before The Oscars, then completed when the stars hit the Red Carpet.
(Before and after The Oscars.)
Countdown to Launch: Instagram
Cadillac's Instagram gallery became a countdown to the brand film's release.
“Carry” aired as the final tile was laid into place.
Ladies and gentlemen...the 2017 Cadillac Oscars spot.
After the spot aired, the Greater Together experience at DareGreatly.com went live.
Visitors could read our letter, meet the heroes of “Carry” and further explore Greater Together Portraits.
The Stories Behind “Carry”
Ken Nwadike, commonly known as the “Free Hugs Guy”, was one of several heroes to appear in the brand film.
After spending time with Ken, we learned he was much more than a monicker. His story could lead people forward.
Other Stories Behind “Carry”
There were more stories to be told.
Meet the lovers, fighters and leaders of “Carry”.
Greater Together Portraits: Phase Two
During the Oscars, the next chapter of Greater Together Portraits was unveiled. We dove deeper
into the stories of “Carry” and encouraged individuals to share their own using #CarryForward.
Eric Witman: Copywriter
Gina Wall: Art Director
Andy Bird, John Kenny, Ryan O'Keefe: Creative Directors