Cadillac has teamed up with some of the Middle East’s leading fashionistas and artists as it expands its support for the region’s burgeoning arts and design industry. The launch of this exciting new collaboration reflects the success of its ‘Dare Greatly’ brand ethos and is designed to showcase the bold and edgy design of the premium car brand’s model line-up.
Where last year’s Arabs of New York campaign focused on the entrepreneurial spirit of Arabs living in the US, Cadillac Middle East’s latest initiative has its roots very firmly fixed in the region. Five individuals who represent the brand’s design belief and philosophy will feature in a series of short films that showcase how they use design and style to express themselves. Each film will also show off a different Cadillac model that integrates the brand’s new design DNA.
“In 2015 Cadillac initiated a program to revitalize the brand, we didn’t want to just adopt this direction, but adapt it to be more locally relevant and celebrate what the Middle East has to offer in both art and design. When we co-create content we choose people and activations that resemble our thinking and direction like Sole DXB or any of the talent appearing in any of the content we produce.” commented Nadim Ghrayeb, Cadillac Middle East’s Head of Marketing
A celebrated collector of sneakers and self-confessed fashion lover, Kuwait-based Tareq Q, better known as KicksTQ, is joined by two UAE-based personalities: fashion influencer Dana Hourani and singer and song writer Basil Al Hadi, who fronts the Arabic Reggae band, Karrouhat. The group is completed by two Beirut residents: fashion designer Lara Khoury and lead singer of the rock band “The Wanton Bishops”, Nader Mansour.
The new campaign is the latest in as series of strategic partnerships that stem from the brand’s passion for design. Complementing the original Arabs of New York campaign, Cadillac Middle East earlier this year teamed up with renowned 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.