ALEX NIEMANN

Once seen as a desirable luxury brand, Cadillac has become unmistakably stuffy in the eyes of kids these days. To give the brand a facelift, I teamed up with a designer friend of mine to create "Cadillac Cole", an activation drawing on the continued relevance of Cadillac in hip-hop, which has a powerful effect on pop culture and younger generations.

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Here's how it works:

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Cadillac partners with J. Cole, one of the most prolific rappers of the late 2000's - today, to create the very first branded rap album - Cadillac Cole. 

 

 

 

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With the album all but completed, three singles are selected from the track list and dropped on social...completely unannounced.

 

 

 

 

 

 

 

 

In the midst of the ensuing uproar, Cadillac poses a challenge to its fans: spit your best Cadillac rap for a chance to find it on Cole's new album. The winning track receives a full studio mastering, plus a feature from J. Cole himself.

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The winning rapper then joins J. Cole as they kick it in the back of an album-branded Escalade and ride around New York City, windows down, system up and sharing Cole's new album in the very first live-streamed, mobile album drop.

 

Finally, Cadillac gives back to the places from whence hip hop culture originated. All profits generated by the album are donated to one or more charities/organizations

 of J. Cole's choice that support black communities.