Nissan Deutschland Winterkomplettrad-Kampagne 2024
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
With the current winter complete wheel campaign ‘Mia’, Nissan Germany Aftersales brings the new global brand strategy “Defy Ordinary” to the road: AI-generated visuals with a manga look instead of a conventional glossy shoot. Creative storytelling instead of a list of technical features. Innovation instead of convention. We communicate ‘Defy Ordinary’ - underlining the brand’s claim to challenge the ordinary. The result of the interplay between human creativity and AI-supported execution: convincing, bold communication in a market in which products are far too often presented interchangeably.
The Jury‘s Statement
With this campaign, Nissan demonstrates how bold brand communication can set new benchmarks. Instead of relying on conventional car photography, the brand chose AI-generated visuals in a manga style, honoring cultural roots while creating an emotional connection. The concise storyline around the testimonial “Mia” combines functionality with creative storytelling, standing out distinctly from competitors. Particularly impressive is the consistent execution across all channels, which powerfully highlights how strategically crafted communication can reinforce brand identity.
