Nissan / UAE / 2017PR Stunts · Film
Camelpower.
Nissan proposed a new unit for desert driving: Camelpower, a measure of off-road dune performance that horsepower doesn't capture.
- Brand
- Nissan
- Agency
- TBWA\RAAD
- Market
- UAE
- Region
- GCC
- Year
- 2017
The challenge
Horsepower says little about how a car copes with sand. Nissan wanted its SUVs judged on what matters in the Gulf desert.
The idea
With Nissan engineers and National Geographic, Nissan United Middle East and TBWA\RAAD defined Camelpower, modelled on the camel the way horsepower is modelled on the horse. The UAE's Emirates Authority for Standardization and Metrology backed it and planned to seek ISO accreditation. National Geographic Abu Dhabi produced a documentary.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2018Brand Experience & Activation LionsBronze
- Cannes Lions 2017Media LionsSilver
Credits
- Creative agency
- TBWA\RAAD
- Production
- Stoked
- Production (documentary)
- National Geographic Abu Dhabi
- Chief Creative Officer, TBWA\RAAD
- Walid Kanaan
- Executive Creative Director, TBWA\RAAD
- Fouad Abdel Malak
- Creative Director, TBWA\RAAD
- Manuel Borde
- Creative Team, TBWA\RAAD
- Oswaldo Sa
- Creative Team, TBWA\RAAD
- Gabriel Gama
- Creative Team, TBWA\RAAD
- Guilherme Grossi
- Creative Team, TBWA\RAAD
- Alex Pineda
- Creative Team, TBWA\RAAD
- Clayton Needham
- Creative Team, TBWA\RAAD
- Claudio Campisto
- Creative Team, TBWA\RAAD
- Felipe Sona
- Accounts / Planning, TBWA\RAAD
- Saad Gharzeddinne
- Accounts / Planning, TBWA\RAAD
- Mathieu Khaled
- Accounts / Planning, TBWA\RAAD
- Ali Marashi
- Accounts / Planning, TBWA\RAAD
- Elliot Bastien
- Accounts / Planning, TBWA\RAAD
- Ben Schwartz
- Illustrator
- Wataru
- Agency Producer, TBWA\RAAD
- Rouba Asmar
- Lead Unit Engineer
- Joseph El Hachem
