2020/2021 Winners & Shortlists

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

The Unstuck Poster is a poster that also works as a traction mat to help non-Nissan owners. The poster also includes a radio transmitter inside. If necessary, the driver can press a button on the poster to send an emergency call to the Patrol Rescue Squad. If the Patrol Rescue Squad are around, they can come and rescue the stuck driver.

Cultural / Context information for the jury

The desert is not for beginners. The first rule of off-road driving is to go in a convoy. However, a lot of inexperienced drivers go by themselves, thinking that all they need is a 4x4 car, and a lot of them end up getting stuck in the desert. We believe that no one should get stuck in the desert, so we created the Unstuck Poster.

Explain how the work innovatively used the outdoor medium.

The Unstuck Poster is a poster that also works as a traction mat, to free cars stuck in the desert. The poster was put in locations where desert drivers go: gas stations, parking lots, car washes and workshops, especially near desert driving locations. The poster is a relevant use of media because it advertises Nissan’s off-road capabilities to competitors. It also reinforces this message exactly when these non-Nissan drivers are most susceptible to changing their minds about their cars: when they are stuck in the desert.