Nissan "Keep Asking Why" Campaign | Authentic Parts Awareness | Clapboard

Keep asking why

Description

Launched in the United Arab Emirates in November 2023, Nissan and Nissan Middle East's "Keep Asking Why" campaign, crafted by TBWA\RAAD, offers a fresh and engaging approach to raising awareness about counterfeit automotive parts. Unlike typical industry campaigns that often rely on fear-based messaging, this film campaign employs humor and creativity to transform the critical issue of part authenticity into an enjoyable and thought-provoking experience. Centered on the power of asking "why," the campaign invites audiences to embark on a journey of curiosity and vigilance, featuring eccentric characters that challenge viewers to rethink their assumptions about automotive parts. By positioning questioning as an adventurous act, Nissan encourages drivers to become proactive safety detectives and advocates for genuine parts, ultimately fostering greater confidence on the road. This initiative also benefits from the authoritative support of Dubai Police, reinforcing its credibility and regional impact. With two compelling media assets, "Keep Asking Why" transcends the traditional bounds of advertising, evolving into a broader movement that champions authenticity and safety in automotive care. Through the use of social media hashtags such as #KeepAskingWhy, #GenuineCareForYourNissan, #DubaiPolice, and #DefyOrdinary, the campaign effectively engages its audience while promoting Nissan’s commitment to quality and customer protection. By blending innovation with an inviting narrative tone, Nissan’s campaign stands out in the automotive sector, encouraging a conscious and informed approach to vehicle maintenance that benefits both drivers and the community.

Credits

Client

Nissan, Nissan Middle East

Agency

TBWA\RAAD

Managing Director

Wassim Abi Salloum, Nissan United AMIO, TBWA\RAAD

Chief Creative Officer

Walid Kanaan, TBWA\RAAD

Executive Creative Director

Frederico Roberto, TBWA\RAAD

Creative Director

Sumanth Wilkins, TBWA\RAAD, Noor Akar

Senior Arabic Copywriter

Ayman Shehadeh, TBWA\RAAD

Senior English Copywriter

Lucy Elder, TBWA\RAAD, Sanele Ngubane

Strategic Planner

Mohammad El Tayech, TBWA\RAAD

Account Management

Elie Naaman, Account Director Nissan United, TBWA\RAAD, Juliana Ordonez, Account Manager Nissan United, Marah Ghadban, Joya Maria Chahwan, Account Executive Nissan United

Head Of Communications

Romy Abdelnour, TBWA\RAAD

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Campaign Proposition

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