PUTTING THE
TOWN OF BASIC
ON THE MAP
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Nissan’s “Town of Basic” created a surreal and mundane city where nothing mich happens until a Nissan rolls through town.
While the campaign was ready for the general market it would need a lil’ more character (or characters) if it were to connect with African American and Hispanic audiences.
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So to resonate authentically with multicultural markets, we needed to go beyond traditional subs and dubs of the general market work. We needed a full transcreational approach with new work for AA and HM markets.
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We produced original work that added cultural swagger and creative nuance without losing the campaign’s surreal charm and general appeal.
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As art director, copywriter and a creative of color I produced scripts, contributed cultural insights, and presented the work across agencies and clients to align context with execution.
Cultural Marketing
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Evergreen Campaign
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Retail Marketing
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Copywriting
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Commercial Development
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Cultural Marketing ＊ Evergreen Campaign ＊ Retail Marketing ＊ Copywriting ＊ Commercial Development ＊
Meet Nissan’s Lineup of Agencies
Nissan United is Omnicom’s collection of agencies serving as the dedicated international, multicultural and multi-lingual agency of record for Nissan Motors. Through Fluent360 we brought Nissan’s Town of Basic campaign to AA & HM drivers.
Mutlicultural Marketing Vs Transcreational Advertising
Unlike traditional multicultural campaigns, we led the transcreational efforts. That included writing new scripts, casting diverse talent, and creating work rooted in cultural nuance rather than repurposing the general market campaign.
We drove brand affinity among minority drivers with inclusive And Humorous Storytelling.
The new cultural work contributed to Nissan’s ongoing evergreen campaign and DE&I initiatives, fueling double-digit sales growth and a noticeable rise in minority drivers choosing Nissan as their preferred brand.
Key Performance Indicators
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Key Performance Indicators ＊
From making Nissan’s less Basic, to reinventing American icons like
Dodge and Chevrolet.… see the work that keeps the auto industry moving.
Through humor and inclusive storytelling, we drove brand affinity among Black and Hispanic drivers.
Key Performance Indicators
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Key Performance Indicators ＊
Media Recognition
SO WHAT’S NEXT?
From making Nissan a little less Basic, to reinventing American icons like Dodge and Chevrolet.
