Nissan: Camelpower

April 04, 2017Filed under Film and Automotive
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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 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.

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.

Advertising Agency:TBWA\RAAD, Dubai, United Arab Emirates
Chief Creative Officer:Walid Kanaan
Executive Creative Director:Fouad Abdel Malak
Creative Director:Manuel Bordé
Creative Team:Oswaldo Sá, Gabriel Gama, Guilherme Grossi, Alex Pineda, Clayton Needham, Claudio Campistó, Felipe Sona
Accounts Team:Saad Gharzeddinne, Mathieu Khaled, Ali Marashi, Elliot Bastien, Ben Schwartz
Planning:Saad Gharzeddinne, Mathieu Khaled, Ali Marashi, Elliot Bastien, Ben Schwartz
Illustrator:Wataru
Unit Production:Stoked
Lead Unit Engineer:Joseph El Hachem
Documentary Production:National Geographic Abu Dhabi
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