Agency
Nissan United
Client
Nissan Motor Co.
Industry
Automotive
Culture Marketing
•
Evergreen Campaign
•
Retail Marketing
•
OLV & TVC Copywriting
•
Culture Marketing • Evergreen Campaign • Retail Marketing • OLV & TVC Copywriting •
Project
Agency
Nissan United
Client
Nissan Motor Co.
Industry
Automotive
Project
Culture Marketing
•
Evergreen Campaign
•
Retail Marketing
•
OLV & TVC Copywriting
•
Culture Marketing • Evergreen Campaign • Retail Marketing • OLV & TVC Copywriting •
Making Every
Burb Block &
Barrio
Just A Lil' Less Basic
T
The Town of Basic was a funny, feel-good evergreen campaign from Nissan United that was missing a lil’ color for Black and Hispanic audiences.
But we didn’t just repurpose the general-market work with subs and dubs… we made even more work grounded in genuine and relatable insights, crafted by creatives of color to move Nissan’s inclusivity needle forward.
Making Every
Burb Block &
Barrio
Just A Lil' Less Basic
The Town of Basic was a funny, feel-good evergreen campaign from Nissan United that was missing a lil’ color for Black and Hispanic audiences.
So we weren’t just going to repurpose the general-market campaign with subs and dubs… we made more work grounded in genuine and relatable insights for the AA & HM markets, developed by creatives of color to move the inclusivity needle forward for Nissan.
Through humor and inclusive storytelling, we connected genuinely with Hispanic and African American audiences.
Results
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 every burb, block and barrio.
Results
Through humor and inclusive storytelling, we connected genuinely with Hispanic and African American audiences.
Key Performance Indicators
Key Metrics
Media Mentions
Creative Credits
Marshon Rogers
Senior Copywriter (AAM)
Ana Karina Da Silva
Senior Copywriter (HM)
Jessica Cuevas Molina
Assoc. Creative Director (HM)
Alejandro De La Villa
Senior Copywriter (HM)
Tracey Coleman
Creative Director (MC)
JosÈ Suaste
Chief Creative Officer (MC)
Brooke Roderick
Art Director (GM)
Shawna Klein
Creative Director (GM)
David Banta
Exec. Creative Director (GM)
Mike Blanch
Grp. Creative Director (GM)
Noam Murro
Commercial Director