Nissan Canada Inc.

Mary McNeill, Senior Manager, Marketing
Steve Rhind, Director of Marketing

Juniper Park\TBWA *Lead Agency

Susie Lee, Associate Creative Director
Christine Rowe, Account Supervisor
Nadya MacNeil, Head of Broadcast
Calvin Daniels, Head of Client Service
Rimi Singh, Brand Director
Gerald Kugler, Group Creative Director
Rodger Eyre, Group Creative Director

OMD

The Cross Over Utility (CUV) Vehicle segment is becoming the largest segment in the Canadian automotive marketplace as consumers demand more space and versatility in one vehicle. Nissan was looking to increase their share and establish themselves as credible players in the CUV segment by speaking to consumers in a unique way. Leveraging the perceptions and fears Canadians face against harsh weather conditions, Nissan created a new reality. One that pitted the forces of good (All-Wheel Drive Nissan CUVs) against evil (driving conditions created by foul weather). The battle cry of #ConquerAllConditions led to Nissan becoming the fastest growing automotive brand in Canada.