Cadillac
XT5 Tease
How does a legacy car brand introduce its sexy new crossover? By staging a runway show high in the air above New York City.
- Location
- 150 ft above Manhattan
- Occasion
- Fashion Week NYC
- Duration
- One Night Only
- Sensations
- Exhilaration
Increase in social mentions
Helicopters
Minute Closure
of W. Side Highway
Cameras Capturing
the Scene
The night was billed as a cool Fashion Week party that focused on another piece of big news Cadillac had to share: its exciting collab with designers Public School.
The party was bumping with a fashionistas and celebrity influencer crowd. Then, at the peak of the festivities, we dropped jaws with a one-of-a-kind fashion show that reflected the brand’s “Dare Greatly” ethos.
We concepted, produced and filmed a massive stunt: dangling the XT5 below a helicopter that flew across the Hudson River, over the West Side Highway, and hovered in front of the 15th-story building where the party was being staged.
The best publicity stunt of the year.Media Bloomberg News
The XT5 briefly floated in mid-air just outside the windows of the party, lit by spotlights from three sides, then turned like a model on a catwalk and flew off into the night as dozens of stunned guests shot photo and video on their phones.
The stunt became the buzz of Fashion Week, garnering 129 top-tier stories and half-a-billion impressions that helped reposition Cadillac as an exciting, glamorous brand for younger audiences.
