FROM THE GRAND PRIX WIN­NERS

Campaign Middle East - - NEWS -

OSWALDO SA + ALEX PINEDA, AS­SO­CIATE CREATIVE DI­REC­TORS, TBWA\RAAD

There is an end­less de­bate across the Arab re­gion, where dune bash­ing is con­sid­ered al­most a na­tional sport: what’s the best car for off-road per­for­mance? Hav­ing horse­power doesn’t mean a car will per­form well on sand, and that’s why we picked a desert icon, the camel, to solve the driver’s dilemma. Camelpower emerged as a new mea­sure­ment unit for desert per­for­mance, giv­ing of­froad­ers a real bench­mark be­tween SUVs. After a two-year process, the creative team at TBWA\Raad, along­side Nis­san en­gi­neers, came up with the fi­nal for­mula, launched and sup­ported by Na­tional Geo­graphic.

Dis­rup­tive. In­no­va­tive. Dif­fer­ent... We can use many ad­jec­tives to de­scribe Camelpower, but there are two main at­tributes that make it truly unique and we thought were de­ci­sive fac­tors for the Promo and Ac­ti­va­tion jury to se­lect it as the Grand Prix. First, Camelpower was cre­ated after a rel­e­vant in­sight, as a lo­cal so­lu­tion for a lo­cal busi­ness need. Sec­ond, when all the other car brands were com­pet­ing around Horse­power, we pro­moted Nis­san with a com­pletely new stan­dard, at­tract­ing the at­ten­tion not only of off-road­ers but also lo­cal and in­ter­na­tional me­dia, sci­en­tific in­sti­tu­tions and the en­tire au­to­mo­tive in­dus­try.

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