2013 Winners & Shortlists

Results and Effectiveness

The execution insured that readers of the magazine wouldn’t miss our ad, and strongly delivered the concept of BCI

Creative Execution

We needed people to understand the concept of the BCI system. So we devised a special execution on magazine that requested the reader’s participation to illustrate the concept of BCI. The execution: While browsing through the magazine, our advertisement prompted the readers to turn the page over for a live demo of the new INFINITI BCI technology. However upon turning the page, it was almost impossible to collide the papers together; delivering the message of `back up collision intervention` This was done through an installation of two magnets on opposing pages, which repelled each other.

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 needed to be generated about this feature in magazines, and we needed to take it further than a simple insertion.