Nissan Print BLUE SKY by Lew'Lara\TBWA Sao Paulo

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Industry Cars
Media Print, Magazine & Newspaper
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Art Director Marcelo Rizério
Photographer Paola Vianna
Released October 2010

Credits & Description

Category: Best Use of Print
Advertiser: NISSAN
Product/Service: LEAF
Date of First Appearance: Oct 27 2010
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Jaques Lewkowicz (Lew´Lara / TBWA)
Executive Creative Vice President: André Laurentino (Lew´Lara / TBWA)
Executive Creative Vice President: Manir Fadel (Lew´Lara / TBWA)
Executive Creative Vice President: Luciano Lincoln (Lew´Lara / TBWA)
Writer: Marcos Almirante (Lew´Lara / TBWA)
Art Director: Marcelo Rizerio (Lew´Lara / TBWA)
Graphic Producer: Marcos Pedra (Lew´Lara / TBWA)
Account Director: Alexandre Baroni (Lew´Lara / TBWA)
Account Manager: Fabricio Takahashi (Lew´Lara / TBWA)
Media Vice President: Luiz Ritton (Lew´Lara / TBWA)
Media Director: Eduardo Shinohara (Lew´Lara / TBWA)
Media Manager: Luana Gallizzi (Lew´Lara / TBWA)
Media Supervisor: suellen Kiss (Lew´Lara / TBWA)
Media Assistant: Yatan Lima (Lew´Lara / TBWA)
Photographer: Paola Vianna (Lew´Lara / TBWA)
Marketing Director: Murilo Moreno (Nissan do Brasil)
Planner: Paulo Vita (Lew´Lara / TBWA)
Planner: Felipe Azambuja (Lew´Lara / TBWA)
Marketing Team: Heloisa Silva (Nissan do Brasil)
Marketing Team: Rejane Lemes (Nissan do Brasil)
Media placement: Insert - Metro Newspaper - 27, October, 2010

Insights, Strategy & the Idea
As Nissan was launching the Nissan Leaf, the world’s first electric affordable car, and was bringing it to São Paulo Auto Show, we saw a great opportunity to raise consciousness about the car and reinforce Nissan’s worldwide guideline: Innovation for all.
The number of cars in Sao Paulo is one of the biggest on the planet. Naturally, the city’s air is by far the most polluted in Brazil. That’s where our idea took place: Sao Paulo’s gray sky.

Creative Execution
During Sao Paulo Auto Show opening day, Destak, one of the biggest newspapers in Sao Paulo, brought an ad printed in a sheet of blue plastic. When the ad was put up, it had the power of turning Sao Paulo’s gray sky into blue.

Results and Effectiveness
More than 20,000 Blue Sky ads were given away with the newspapers. More than 20,000 people got the chance to dream with brighter days for Brazil’s biggest city.