Nissan Fernsehen und Film, Digital Camel Power TBWA\RAAD Dubai

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Camel Power

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Branche Autos, SUV & Four Wheel Drive
Medien Fernsehen und Film, Digital
Markt Vereinigte Arabische Emirate
Agentur TBWA\RAAD Dubai
Veröffentlicht April 2017


Cristal Festival 2017
Integrated - Gold
Brand Entertainment & Content Best Integrated Content Campaign Silver

Kredite und Beschreibung

Client: Nissan Middle East
Brand: Nissan Patrol
Agency: TBWA\RAAD Dubai
Introducing #CamelPower 🐪 The first ever unit to measure desert performance.
The Nissan Middle East´s latest concept: Camelpower.
Desert off-road driving in the Middle East is practically a sport, for years car brands have been using Horsepower to measure its desert capabilities, but on these mighty dunes, having high horsepower is not enough. The GTR is the perfect example of a car that has high horsepower and zero desert capabilities
So, Nissan United Middle East has partnered with National Geographic to present Camelpower. A concept that has been in the work for more than a year and a half now, a new measurement unit for desert performance. And just like horsepower was based on a horse, this new unit is based on a true desert beast and icon of the middle east region, The Camel.
The concept was developed by Nissan Engineers and it now has full support of the Emirates Authority for Standardization and Metrology (ESMA) who plans to take this unit to a global ISO accreditation and get all car brands to apply it to their SUV desert models.
Have a look at the short video edit link below created by Nat Geo that introduces the concept, and at you will find out more about this new unit and the full 11 minute documentary.