2013 Winners & Shortlists

Results and Effectiveness

This breakthrough concept placed the viewer in the ideal state of mind to absorb our TVC which played directly after the sudden break.

Creative Execution

We needed people to understand the concept of the BCI system. To do this, we disrupted their TV viewing experience by breaking the movie at a climaxing moment. While people were watching the movie, they were faced with a sudden break, and the following message appeared: “Sometimes Breaking Abruptly is Vital!”

Insights, Strategy and the Idea

INFINITI’s new BCI (Back-up collision intervention) system is a one of a kind feature. When reversing the vehicle, the BCI detects objects and intervenes to break in time. Sufficient awareness had to be generated about this feature, and we needed to take it beyond a standard TV ad.