Class: Integrated Marketing
Client Nissan (NSAC Competition)
Role: Creative Director
Year: 2011-12
Artwork: Stephen Atkinson
During the Winter Semester of 2012, the Integrated Marketing class combined forces with Wayne State's AAF Chapter to compete in the 2012 NSAC Competition. The class was divided into two teams, each team was to develop a unique ad campaign, targeting Millenials, for Nissan. This project showcases some initial design concepts, and proposed creative executions.
Above:
The preliminary cover concept for our team - showcasing our tagline: Friends With Benefits
Our teams preliminary concept for Nissan was Friends With Benefits. Nissan expressed interest in developing a new tagline, parting ways with "_Shift."
"Friends With Benefits" was an inuendo to attract the Millenial Generation; the sexual undertones were meant to attract the younger consumer base. Our theory behind the tagline however, did not play up the risque phrase.
"Friends With Benefits," to us, was the owners unique connection to their car, so much that, the car comes alive. The car can be your best friend - an extension of yourself. A place where you can create memories that will last beyond the life of your car. <que triumphant, orchestral music>
....But sadly, our inital concept was defeated by Team 2. Their idea was based around music, and it's amazing ability to connect people to an object.
Above:
The secondary cover concept - the theme shifts toward music.
Creative Executions
The creative executions below are based on the final theme of Music.
Above:
The Nissan Concert Ad combines the 2 group's themes of music and friendship for a year-long promotion we suggested.
The Concert Ad portrayed how your Nissan is there making memories with you. The ad was part of an overall promotional competition, where applicants would compete in effort to raise money for a group of Nissan selected charities. The winner of the competition won a Legen....wait for it.... Dary! concert in their home city, featuring the some of the hottest musical artists of the year.
Above:
The carPod ad was an obvious play on the successful Apple iPod campaign. We're plugged into music - so are our cars.
The carPod ad resonates with Millenials, and our thirst for music. "You're all about music, and so is your car. Check out Nissan's ear-thumping, heart-pounding, concert-in-your-car, sound system!"
Above:
The Translucent Ad was a fullpage magazine execution which had the Nissan Logo, and associated text, printed on translucent paper.
The idea was that "Just like music, Nissan is everywhere." When you'd flip the page, Nissan, and it's logo would appear other company's ads. Simply, Nissan is everywhere.
