| Title | NISSAN LEAF LEAF LEAF |
| Brand | NISSAN |
| Product/Service | NISSAN |
| Category |
B03. Durable Consumer Goods including Automotive |
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Entrant
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TBWA\GERMANY Düsseldorf, GERMANY
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Idea Creation
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TBWA\GERMANY Düsseldorf, GERMANY
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Media Placement
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OMD GERMANY Düsseldorf, GERMANY
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Production
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TBWA\GERMANY Düsseldorf, GERMANY
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Production 2
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LONIAC Düsseldorf, GERMANY
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Credits
| Ricardo Distefano |
TBWA Group Germany |
Chief Creative Officer |
| Georg Schütte |
TBWA Group Germany |
Creative Director Copy |
| Björn Burkey |
TBWA Group Germany |
Senior Art Director |
| Sebastian Behrens |
TBWA Group Germany |
Account Director |
| Corinna Heinmöller |
TBWA Group Germany |
Account Manager |
| Eric Hansen |
TBWA Group Germany |
Producer |
| Eric Hansen |
TBWA Group Germany |
Producer |
| Ingo Mahlitz |
Loniac |
Regisseur |
| Julian Peters |
Loniac |
Post Production |
| Stefan Pusch |
Loniac |
Producer |
| Mark Rossman |
3Klang |
Voice Over Speaker |
Write a short summary of what happens in the film
We see a man entering the NISSAN LEAF, while the car is film from behind. Voice-Over is starting "Where others are just starting out, we already look back on 10 years of production. And what costumers all over the world about this electric car already today, and will also say in the future:"
He starts the car and drives towards the horizon. On this moment the VO continues with "this car ran (LEAF) and ran (LEAF) and ran (LEAF) and ran (LEAF)." The brand mnemonic comes in. After that the the perspective changed an the car is driving towards the watcher. Voice over end up with:
Just like the iconic VW film from 1962.
Cultural / Context information for the jury
Back in 1986 VW proved to be be one of the first movers in the topic of mobility with an absolute classic of German advertising.
Just lately a few bad years followed. Out of necessity a new direction was chosen. E-Mobility. A vision that NISSAN discovered and shaped 10 years ago. This is why NISSAN – the real e-mobility pioneer – decided to use the two very things that would immediately be connected to Volkswagen: the quirkiness of the old advertising and the german language.
A great homage to the past. Literally. Because “lief” (pronounced “leaf”) in German is the past tense of läuft, what means “runs”.