Ad Age is marking Black History Month 2024 with our fourth-annual Honoring Creative Excellence package. (Read the introduction here.) Today, guest editor Sheereen Miller-Russell turns the spotlight to Juanita Slappy, head of multicultural marketing at Cadillac, who writes about the automotive brand’s entry into the Web3 space with a multimedia campaign.

I spearheaded Cadillac’s groundbreaking “Black Future” campaign, a celebration of creativity and innovation during Black Music Month. At the heart of this endeavor was the commissioning and auctioning of original NFTs by the talented visual artist Nyla Hayes. These NFTs, featuring her renowned “Long Neckie” style, marked Cadillac’s bold entry into the Web3 space, symbolizing our commitment to staying at the forefront of cultural and technological advancements.

The centerpiece of the campaign was the creation of two distinct NFTs: Adira, the Gold Edition Long Neckie, and Adira, the Silver 120 Anniversary Edition. The Gold Edition, an exclusive unique NFT, and the Silver Edition, commemorating Cadillac’s 120th anniversary, resulted in approximately $20,000 in total sales. These proceeds, combined with a $55,000 contribution from Cadillac, were earmarked for the Save The Music Foundation’s J Dilla Music Technology Grant program.

As someone deeply rooted in the automotive industry and committed to fostering creativity, this project resonated with me on a personal level. Growing up in Detroit, where Cadillac’s legacy runs deep, I learned to drive on my grandfather’s 1988 Cadillac Seville—and now seeing my nephew learn on a 2024 Cadillac XT5 brings those memories full circle. Sharing the work we do at Cadillac with my nephew adds another layer of significance to our efforts, as it underscores our commitment to inspiring and engaging future generations.

Collaborating with artists such as Nyla Hayes and Nick Davis, and embracing new technologies, allowed us to infuse fresh perspectives into our campaign, ensuring relevance and resonance with our audience. 

The “Black Future” campaign wasn’t just about embracing emerging technologies, it was about amplifying creative voices and supporting communities in meaningful ways. By partnering with the Save The Music Foundation, we aimed to inspire the next generation of music technologists, particularly in Detroit, where the program was launched with Cadillac’s support in 2019. The charitable contribution enabled the expansion to additional Detroit high schools in 2023, ensuring that even more students have access to opportunities in music technology.

The “Black Future” spot, featuring work from Hayes and Davis, highlighted the importance of art in driving cultural conversations and shaping the future. Their contributions added depth and authenticity to our campaign, emphasizing the transformative power of creativity in igniting change and inspiring progress.

Beyond the charitable aspect, the “Black Future” campaign was also a testament to Cadillac’s commitment to excellence in marketing and advertising. Our innovative approach, which seamlessly integrated NFTs, captivating visuals and the powerful 2023 Escalade-V, earned us three industry awards and millions of views while driving impact and visibility. There is an immense value in being seen. Representation matters.

In summary, the “Black Future” campaign represented a multifaceted effort showcasing Cadillac’s presence in the digital landscape while honoring our heritage. It was a project fueled by innovation, driven by creativity and grounded in authenticity—a true reflection of Cadillac’s enduring legacy and commitment to excellence. Through strategic alignments, groundbreaking initiatives and a steadfast dedication to our values, we continue to pave the way for a brighter future—one fueled by innovation and creativity.