FUTURE & INNOVATION
Automotive performance is the subject of debate across the world. But these debates often have a conclusion – Which car has the highest top speed? Which goes from 0-60mph fastest? Which has the highest horsepower? All these questions have decisive answers. But those answers don’t mean much in the desert – A supercar with 500hp won’t get far in soft sand. As a result, when car fanatics in the region get into debates around desert performance, they often end in frustration and no clear winner. To end this debate meant defining a unit by which desert performance could be measured. Only by doing this could we finally prove that Nissan’s SUVs are the best desert off-roaders in the region. So we introduced Camelpower to the world: The first ever unit, to measure automotive desertPerformance.
Agency – TBWA/RAAD