2019 Winners & Shortlists

THE STRETCHABLE POSTER

BrandAWR ARABIAN AUTOMOBILE
Product/ServiceNISSAN INTELLIGENT EMERGENCY BRAKING
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryPosters
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES

Background.

Nissan is the leader in automotive technology. Through their Intelligent Mobility technology, they’ve successfully become the leaders in electric vehicles, autonomous vehicles, and vehicles with connected technology. However, most people are unaware of Nissan's leadership position in intelligent vehicle technology, and to make matters worse, getting people to understand these complicated and confusing innovations is a difficult communications task. Nissan needed to make people aware of and understand their intelligent mobility technology in a way that was clear, concise, and intriguing to increase the conversion rate from showroom footfall to sales.

Describe the creative idea.

Our idea: Bring to life the intelligent innovation in Nissan vehicles through an equally intelligent and innovative showroom execution. Nissan vehicles are packed with innovative technology. One of the most advanced technologies is intelligent emergency braking. This technology detects potential obstacles in the distance and assists drivers in avoiding collisions with vehicles and pedestrians. To show how the technology works we literally wanted to show how the technology worked. To do so, we would show what a human driver would see, and what the vehicle would see at a distance of 50 meters.

Describe the strategy.

We used one of the oldest advertising mediums, to drive awareness and familiarity of one of Nissan's smartest and most innovative intelligent mobility features. In 1980 George P. Lakoff published “Metaphors We Life By” a groundbreaking book which examined the way we gain understanding through an extensive system of metaphorical jumps between concepts. Our understanding is influenced and determined by our experiences in the physical world. This is why we say that something is “over our heads” to express the idea that we do not understand. To bring Nissan’s intelligent emergency braking feature to life in an easily understandable way, we showed a physical representation of how the vehicles safety technology detects distant objects through an innovative showroom execution.

Describe the execution.

As the largest dealer for Nissan in the region, Arabian automobiles wanted posters to communicate the Nissan Intelligent Mobility technologies. Rather than a standard format, we decided to use the layout of the showroom as a demo space. A single stretch poster shows the customer how the technology of the vehicle sees the pedestrian in the distance. This execution allowed us to bring the intelligent emergency braking feature to life in a way that is visually impactful, easily understood, simple and effective.

List the results.

This campaign just recently launched in the market As a result, there have been no recorded effects to show at this point. Brand tracking shows that Nissan's associations with "Safe" and "technologically advanced cars" has improved significantly; however multiple communications efforts have likely had a contributing factor to these results.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Executive Creative Director
Thomas Varghese TBWA\RAAD Senior Designer
Ghassan Kassabji TBWA\RAAD Managing Director
Richard Rao TBWA\RAAD Senior Account Executive
Zaid Alwan TBWA\RAAD Creative Director
Sandeep Fernandes TBWA\RAAD Creative Director
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Garrett Olexiuk TBWA\RAAD Senior Strategic Planner