Fans storytelling
Japan is the land of traditions. One of them is to tell small, lovingly drawn stories on fans. Fans
(aka the ogi or sensu) are one of the best souvenirs that you can bring from Japan and very much steeped into the local culture,
The creative team at TBWA\ Düsseldorf chose to tap into this tradition to promote the innovative technology offered by Japanese car builder Nissan, which is the new high-beam-assistant.
To put the technology into focus and highlight the fact that it provides a better view in the dark and lets the driver recognize dangers earlier, in an unusual light, the illustrators has nailed it right. Each of these outdoor visuals depict a situation that drivers might encounter: a baby cradle, passer-by, travelers-- drawn in perfect Japanese style, feel and look.
Who would guess at first sight that what looks like purely decorative fans are actually an automotive ad?