FROM THE GRAND PRIX WINNERS
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.