Campaign details

Brand: Nissan
Brand owner: Nissan Middle East
Lead agency: TBWA\RAAD
Country: Middle East
Industries: SUVs, 4x4s
Media channels: Content marketing, Events & experiential, Outdoor, out-of-home, Print - general, unspecified, Social media, Television
Budget: Up to 500k

Executive summary

Camelpower isn't an advertising campaign. It doesn't fit into any box. It's a world-first automotive breakthrough created for Nissan, with global reach and application.

Rather than wait for a brief to develop a creative platform and communications campaign, we identified a business problem and proactively proposed a disruptive, ground-breaking and newsworthy creative solution. Collaborating with mechanical engineers, National Geographic and the official government body for metrics and measurement, we applied scientific principles to define an entirely new unit to measure automotive performance, born in the Middle East.

Market background and objectives

Nissan Middle East: A brand reliant on the success of Patrol and its off-road line-up