Nissan: What is the most efficient path between two points?

Principal author: Renata d'Ávila, Lew'Lara\TBWA
Contributing authors: Felipe Senise and Rafael Prieto, Lew'Lara\TBWA

"The desire to acquire is truly something very natural and ordinary. When men can do it, they will always be lauded and not blamed. But when they cannot, and want to do it anyway, here is the mistake and the blame". Niccolo Machiavelli, The Prince

WHAT IS THIS PAPER ABOUT?

It is said that the best path between two points is a straight line. However, when it comes to communication, nothing is done in a straight line. Nevertheless, one thing is a certain: the path between two points may be more or less efficient.

This paper proposes a new way to assess effectiveness, by telling the story of two brands that started at the same point and reached the same point by very different paths.