TBWA\SMP scored another landmark win last week, bagging an AVANT GARDE A-IMC AWARD (Amazing Integrated Marketing Communications) for “Built for Both Worlds”, promoting the latest edition of Nissan’s Navara nameplate. An annual internal Nissan prize, the A-IMC awards recognize best practices for the brand from around the world.
Realized through OOH, print, magazine, digital, on-ground activation, “Built for Both Worlds” was designed to showcase how the new Navara was equally equipped to handle city driving and off-road adventures.
The highlight of the effort was “Dirt Art”, an on-ground activation and online film that saw the Agency team with experimental artist JC Vargas. Using a brand new, dirt-covered Navara as his canvas, the unit was placed in a major shopping mall, where Vargas applied his signature style directly onto the truck. The final artwork was two landscapes, reflecting the dual nature of a smooth, sleek vehicle designed to take on the worst the outdoors had to offer.
If advertising awards are validation for a job well done, then the same holds doubly true for those presented by our clients. With this Avant Garde win, TBWA\SMP has proven its commitment, not only to Nissan, but the highest standards of creative excellence.