2019 Winners & Shortlists

PAKISTANI TRUCK

Short List
BrandARABIAN AUTOMOBILES COMPANY INFINITI
Product/ServiceINFINITI QX50
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryCars & Automotive Products & Services
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Production AMPLIFIER Tokyo, JAPAN

Cultural/Context information for the jury.

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.

Credits

Name Company Role
Miguel Dianda MullenLowe MENA Creative Director
Marcelo Zylberberg MullenLowe MENA Copywriter
Rodrigo Nakaza MullenLowe MENA Art Director
Max Elbo Amplifier Illustrator
Alfonso Arbós MullenLowe MENA Creative Director
Seif Kandil MullenLowe MENA Business Director
Nathalie Garino AW Rostomani Brand Director
Ahmad Shamesedin AW Rostomani Brand Manager
Mohamed Khalil MullenLowe MENA 3D Modelling