2012 Winners & Shortlists

Results and Effectiveness

Although it is difficult to measure the exposure of such ambient media, we know that in UAE, shopping malls are the number one frequented destination. As a result, we are reassured that our message of differentiating INFINITI from other luxury automotive brands was publicized.

Creative Execution

Parking lines are straight and rigid; Infiniti isn’t. So we placed our curvy logo to form Infiniti inspired parking lots that demonstrated our Japanese DNA. To go premium on that execution, we transformed the parking lots of Dubai Mall.

Insights, Strategy and the Idea

INFINITI is a Japanese luxury brand that identifies itself with the art of calligraphic brush strokes.That is why curves shape their line-up and are communicated through their identity and creative. We needed to literally differentiate Infiniti from other vehicles in the use media. Since INFINITI believes that there is nothing natural about a straight line, we decided to transform globally acknowledged straight lines into Infiniti brush strokes.