Nissan Frontier: Damn ponies
Lew'Lara\TBWA, Brasil
Damned ponies, Nissan the strategy behind the phenomenon
This paper tells the story of the most important Brazilian advertising campaign in 2011. The campaign, which had the most views in Brazilian YouTube's history and millions of parodies, secured its place in popular culture, even being included in end of year retrospectives on TV channels.
Although facing an unfavourable market context and with an out of phase product, we invested in a bold strategy, establishing who we were, creating a clear point of view and place for Nissan Frontier, which began to uphold values going...