Cannes Lions

NISSAN FRONTIER

LEW'LARA\TBWA, Sao Paulo / NISSAN / 2012

Awards:

1 Shortlisted Cannes Lions
Film
Film
Film

Overview

Entries

Credits

Overview

Description

The Nissan Frontier has the strongest engine in its class, offering more power than its competitors. To communicate this differentiating feature, we created an integrated campaign comparing the engines in an ironic way, by saying that the Nissan Frontier has plenty of horses in its engine while the competition only has ponies. And no one wants an engine with wimpy ponies - that would be a curse.

Execution

Today, most television shows are broadcast in widescreen, 16:9 format. On the other hand, some of them are still aired in 4:3, leaving an empty area on either side that is commonly filled with black bars. We innovated in the use of TV as a medium and transformed those areas into advertising space to show the new Nissan Frontier's power. Here is how we made it happen, working together with “Multishow HD” channel: on some HD 16:9 TV shows, we recreated the black bars on both sides, so that viewers would think that they were watching just another 4:3 program. On those areas, our Nissan Frontier 190-HP surprisingly showed up, got tied to the image’s edges and pulled off, “stretching” the TV show back into its 16:9 original format.

Outcome

The media innovation has just started to broadcast in HD channels all over Brazil and the results are starting to show up. Consumer awareness of the new product has increased 15% so far.

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