Brand | NISSAN |
Product/Service | DESERT LINEUP |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Editing |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
Production
|
NATIONAL GEOGRAPHIC ABU DHABI, UNITED ARAB EMIRATES
|
Production 2
|
STOKED Beirut, LEBANON
|
Brief Explanation
The film details the development of the world’s first unit of measurement for desert performance: Camelpower. We go behind the scenes to witness the process as Nissan engineers find the right approach and methodology for the research and experiment needed to measure and validate the unit.
We get to see their deliberations and the development of the formula, and how engineers took additional insight and inspiration from local Bedouins to arrive at the decision to use the camel as the benchmark for the experiment.
The experiment itself is filmed, from building the track to the benchmark runs set by camels to define a single unit of Camelpower (dCP). Finally, the Nissan Patrol is driven on the track to determine its own Camelpower value.
We end looking to the future, as a representative from the Emirates Standardization & Metrology Authority details next steps in getting the unit officially recognized.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Manuel Borde |
TBWA\RAAD |
Creative Director |
Oswaldo Sa |
TBWA\RAAD |
Art Director ACD |
Gabriel Gama |
TBWA\RAAD |
Art Director |
Guilherme Grossi |
TBWA\RAAD |
Copywriter |
Alex Pineda |
TBWA\RAAD |
Copywriter ACD |
Clayton Needham |
TBWA\RAAD |
Senior Digital Designer |
Felipe Sona |
TBWA\RAAD |
Senior Digital Designer |
Claudio Campisto |
TBWA\RAAD |
Head of Art |
Saad Gharzeddine |
TBWA\RAAD |
Brand Leader |
Mathieu Khaled |
TBWA\RAAD |
Senior Account Manager |
Ali Marashi |
TBWA\RAAD |
Senior Planner |
Vishal Badiani |
TBWA\RAAD |
Strategy Director |
Rouba Asmar |
TBWA\RAAD |
Head of Production |
Samer Arzouni |
Nat Geo Abu Dhabi |
Director |
Alex el Chami |
Nat Geo Abu Dhabi |
Executive Producer |
Joseph el Hachem |
- |
Lead Unit Engineer |
Hazem Atieh / Ezzat Habra |
TBWA\RAAD |
Creative Services Managers |
Fouad Abdel Malak |
TBWA\RAAD |
Executive Creative Director |
Links
Website URL