Nissan North America: Gasoline Powered Everything
TBWA\Chiat\Day
Summary
Following the early-adopter-focused launch of the 100% electric Nissan LEAF, Nissan was keen to sow the seeds of mainstream consideration. We needed to challenge gasoline (gas) as the dominant form of automotive power.
People were immediately dismissive of electric power's appeal, claiming it was just too new. Yet nearly everything they depended on in their daily lives was electrically powered – their phone, toaster and toothbrush. In this context, electric was perfect for them: easy, convenient and quiet. The non-car environment was a safer space for the electric discussion.
The power of changing...