2019 Winners & Shortlists

THE STRETCHABLE POSTER

Client/BrandAWR ARABIAN AUTOMOBILE
Product/ServiceNISSAN INTELLIGENT EMERGENCY BRAKING
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategorySpecial Build
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

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.

Write a short summary of what happens in the ambient or digital execution or campaign.

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.

Credits

Name Company Position
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