FROM THE GRAND PRIX WINNERS
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.