Experiential Brand of the Year 2023: Cadillac

The auto brand hosted an activation at the US Open called Cadillac Electriq Theater, which helped bring in new fans

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When Cadillac CMO Melissa Grady Dias charged Jack Morton Worldwide to come up with an exhibit for the grounds of the U.S. Open, the agency team immediately did the most logical thing—they split for Las Vegas.

Not to hit the slots, though. “We took a field trip—we went to all the immersive exhibitions there,” said Jack Morton senior vice president Julie Levinthal.

They stopped at the Van Gogh exhibit to be enveloped by 90-million-pixel video walls of the famed impressionist’s paintings.

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