2019 Winners & Shortlists

Background.

The Predictive Forward Collision Warning is a feature that comes with the new INFINITI QX50. It allows the driver to know if the vehicle in front of the one ahead of them is stopping. We needed to illustrate this benefit through an insightful and strong way, making it clear through a simple execution.

Describe the creative idea.

The execution is simple: we showed the back side of a Pakistani Truck blocking the driver's sight. But through their traditional illustration style, instead of the typical landscape, we showed what the driver couldn't see.

Describe the strategy.

We decided to use a Pakistani Truck, which is really common in this region. These trucks are easy to identify because they are usually decorated with illustrations of people, animals and landscapes. This technology is not available in just any car, only the luxury cars like the ones from INFINITI can offer this kind of complex feature. Considering that our target is constantly exposed (and blocked by) to the Pakistani Trucks, we thought that by using them we could explain the feature in a simple way and through an element that they could relate with.

Describe the execution.

For the execution, we built the truck in 3D and then created an illustration keeping the same style these trucks usually have.

List the results.

We managed to explain the feature to our audience through a clear, simple, strong and relatable example.