Agency
Nissan United
Client
Nissan USA
Industry
Automotive
Cultural Marketing
✦
Evergreen Campaign
✦
Retail Marketing
✦
Copywriting
✦
Commercial Development
✦
Cultural Marketing ✦ Evergreen Campaign ✦ Retail Marketing ✦ Copywriting ✦ Commercial Development ✦
Services
Agency
Nissan United
Client
Nissan USA
Industry
Automotive
Services
Cultural Marketing
✦
Evergreen
✦
Copywriting
✦
Commercial Dev.
✦
Cultural Marketing ✦ Evergreen ✦ Copywriting ✦ Commercial Dev. ✦
How We Made The Lil'
Town of Basic…
A lot
less basic
How We Made A Lil'
Town Called…
A Lil' Less Basic
Representing Every Burb, Block & Barrio
The Town of Basic is an evergreen retail product marketing campaign led by TBWA that focuses on the Nissan lineup’s features. While this feel-good and quirky campaign had plenty of charm, it was just missing a lil’ character. More specifically characters… that spoke to African American and Hispanic audiences.
-
Nissan’s “Town of Basic” retail campaign created a surreal world filled with citizens who’s lives get more interesting after a Nissan rolls through town. While the work was created for it’s universal appeal, we still needed to do some work to be more inclusive for African American and Hispanic audiences.
-
So, to resonate authentically with multicultural markets the Basic campaign would need even more than just the traditional subs and dubs of the general market’s work... We would need to approach the campaign with transcreational strategy.
-
By creating new work for potential HM and AA car buyers we added a lil’ swagger and genuine cultural nuance to ensure authenticity for our diverse markets, we gave the campaign more character without losing any of its charm.
-
The framework of Basic was expanded upon while broadening the campaign’s appeal across markets with new work for broadcast, digital and social.
Representing Every Burb, Block & Barrio
The Town of Basic is an evergreen retail product marketing campaign led by TBWA that focuses on the Nissan lineup’s features. While this feel-good and quirky campaign had plenty of charm, it was just missing a lil’ character. More specifically characters… that spoke to African American and Hispanic audiences.
-
Nissan’s “Town of Basic” retail campaign created a surreal world filled with citizens who’s lives get more interesting after a Nissan rolls through town. While the work was created for it’s universal appeal, we still needed to do some work to be more inclusive for African American and Hispanic audiences.
-
So, to resonate authentically with multicultural markets the Basic campaign would need even more than just the traditional subs and dubs of the general market’s work... We would need to approach the campaign with transcreational strategy.
-
By creating new work for potential HM and AA car buyers we added a lil’ swagger and genuine cultural nuance to ensure authenticity for our diverse markets, we gave the campaign more character without losing any of its charm.
-
The framework of Basic was expanded upon while broadening the campaign’s appeal across markets with new work for broadcast, digital and social.
If You Build It They Will Come
The foundation of the campaign was simple; make the mundane world of Basic feel boring until the citizens are inspired by the arrival of a Nissan. To help set the tone we worked with critically-acclaimed film director Noam Murro to set the tone and bring the city to life.
Welcome To Basic
Basic Tailor
Basic Birthday
Basic Beach
Gazando Básico
Leaving Basic
Basic Parking
Basic Switch up
Basic Shoe Drop
Lanzamiento Básico
Through humor and inclusive storytelling, we connected genuinely with HM and AA audiences
The new culture work contributed to Nissan’s ongoing evergreen campaign that has seen double-digit sales growth and an increase in minority owning Nissan drivers. I'm also proud to share I served as both the AD and CW to authentically represent share my experiences.
Key Performance Indicators
Key Metrics
Press & Media Recognition
Media Recognition
Creative Credits
Director ✦ NOAM MURRO
Sr. CW ✦ MARSHON ROGERSᴬᴬ
Sr. CW ✦ ANA KARINA DA SILVAᴴᴹ
CD, Copy ✦ JESSICA CUEVAS MOLINAᴴᴹ
CD, Copy ✦ ALEJANDRO DE LA VILLAᴴᴹ
CD, Copy ✦ TRACEY COLEMAN MUTOMBO🅪
CCO ✦ JOSÉ SUASTE🅪
AD ✦ BROOKE RODERICKᴳᴹ
CW ✦ COREY O'BRIENᴳᴹ
CD, Art ✦ SHAWNA KLEINᴳᴹ
Exec. CD, Creative Lead ✦ DAVID BANTAᴳᴹ
Grp. CD, Creative Lead ✦ MIKE BLANCHᴳᴹ
Director ✦ NOAM MURRO Sr. CW ✦ MARSHON ROGERSᴬᴬ Sr. CW ✦ ANA KARINA DA SILVAᴴᴹ CD, Copy ✦ JESSICA CUEVAS MOLINAᴴᴹ CD, Copy ✦ ALEJANDRO DE LA VILLAᴴᴹ CD, Copy ✦ TRACEY COLEMAN MUTOMBO🅪 CCO ✦ JOSÉ SUASTE🅪 AD ✦ BROOKE RODERICKᴳᴹ CW ✦ COREY O'BRIENᴳᴹ CD, Art ✦ SHAWNA KLEINᴳᴹ Exec. CD, Creative Lead ✦ DAVID BANTAᴳᴹ Grp. CD, Creative Lead ✦ MIKE BLANCHᴳᴹ