Nissan Film, DM KEFA - Fake Spare Parts by TBWA\RAAD Dubai

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KEFA - Fake Spare Parts

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Industry Cars
Media Film, Direct marketing
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Chief Creative Officer Walid Kanaan
Executive Creative Director Fouad Abdel Malak
Creative Director Manuel Bordé
Art Director Pedro Velasquez
Copywriter Leonardo Konjedic
Released February 2018

Credits & Description

Category: Automotive
Media: Film
Brand: Nissan
Agency: TBWA
Geo: United Arab Emirates
Advertising Agency: TBWA\RAAD, Dubai, United Arab Emirates
Product/Service: Nissan Genuine Parts / Service Center
Idea Creation: Tbwa\Raad Dubai, United Arab Emirates
Media Placement: Omd Dubai, United Arab Emirates
Chief Creative Officer: Walid Kanaan (Tbwa\Raad)
Executive Creative Director: Fouad Abdel Malak (Tbwa\Raad)
Creative Director: Manuel Borde (Tbwa\Raad)
Copywriter: Leonardo Konjedic (Tbwa\Raad)
Art Director: Pedro Velasquez (Tbwa\Raad)
Account Director: John Abiad (Tbwa\Raad)
Senior Account Executive: Richard Rao (Tbwa\Raad)
Head Of Client Services: Joe Laham (Tbwa\Raad)
Head Of Production: Rouba Asmar (Tbwa\Raad)
Producer: Alia Fakha (Tbwa\Raad)
Producer: Raul Talwar (Independent)
Motion Graphics Designer: Camilo Rojas (Tbwa\Raad)
Senior Strategic Planner: Ali Cheikhali (Tbwa\Raad)
Creative Services Managers: Hazem Atieh / Ezzat Habra (Tbwa\Raad)
Published: February 2018
The UAE automotive industry has experienced exponential growth in the last few years, generating records of demand for car parts. But such scenario has also collaborated to increase an old problem in the region: the enormous amount of fake spare parts being offered on the market.
As most drivers in Dubai think they can easily tell a fake car part from a real one, unauthorized car shops have their clientele guaranteed. As a result, one out of four cars is fitted with fake spare parts.
To change drivers' attitude, AWR Arabian Automobiles and its Nissan Service Center/Genuine Parts division created KEFA, the fakest spare parts ever, and
introduced it to car fans at the Dubai International Motor Show.
A shower drain, a printer toner, and kitchen strainer were respectively presented as a brake rotor, a fuel injector, and an air filter, each one with its very
own package.
With more than one hundred car fans interviewed, less than 6% were able to notice the scam. The best reactions were compiled in an online film, meant to
prove that, when it comes to car parts, it’s better to rely on genuine products and on authorized service centers.