FROM THE GRAND PRIX WIN­NERS

Campaign Middle East - - NEWS -

ZIAD SUNNA, RE­GIONAL AD­VER­TIS­ING MAN­AGER, NIS­SAN MID­DLE EAST

The brief was born from a sim­ple ob­ser­va­tion: How come a pow­er­ful car like the GT-R, with more than 550HP, is not able to per­form in a sandy desert? On top of that, we wanted to help bring clar­ity to the end­less de­bates be­tween off-road en­thu­si­asts about which ve­hi­cle is the best per­form­ing in the desert. This led to cre­at­ing a rad­i­cal new con­cept, “Camelpower”, which is the world’s first ever unit to mea­sure cars’ per­for­mance in the desert – “DCP”. Camelpower is cal­cu­lated by mul­ti­ply­ing the ve­loc­ity by the pro­jec­tion of the weight over the same tra­jec­tory.

What made it spe­cial is that it wasn’t an ad­ver­tis­ing cam­paign, it was an in­no­va­tion, and Nis­san as a brand stands for “in­no­va­tion that ex­cites”. I’ve been work­ing in the ad world for more than 10 years but this was truly the most ex­hil­a­rat­ing piece of work, as it is not ev­ery day you cre­ate a new unit of mea­sure­ment. Camelpower cre­ated a tremen­dous amount of buzz and recog­ni­tion, not just on a re­gional level but also glob­ally.

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