Nissan North America

Jon Brancheau, Vice President of Marketing
Erich Marx, Director of Marketing

TBWA\Chiat\Day *Lead Agency

Rob Schwartz, Chief Creative Officer
Margaret Keene, Group Creative Director
Chris Adams, Group Creative Director
Shawna Bigby, Associate Creative Director, Art Director
Michael Richardson, Associate Creative Director, Copywriter
Jon Castle, Managing Director, Americas
Bonnie Schwartz, Account Director
Sean Quinn, Planner

CRITICAL MASS

OMD

The Designory, Inc.

George P. Johnson

The Nissan LEAF was ready for the world. But was the world ready for the Nissan LEAF? A 100% electric car had never been sold in the mass market. And for good reason: it's built differently, fueled differently, and requires major behavioral shifts from its owners. Instead of apologizing for these differences, we celebrated them. The Nissan LEAF wasn't just another new car. It was the new car. By educating people about the new car, we turned doubters into believers, believers into advocates, and advocates into future Nissan LEAF drivers.