T EAM G REEN
T HE NISSAN LEAF
Creative Campaign
Account Executive: Catalina Costa
PR/Social Media: Zoe Ellis
Copywriter: Eli Mogul
Art Director: Bekah Rigby
Saturday, December 21, 13
C REATIVE B RIEF
Brand Positioning Statement
To urban and suburban families who want to help the environment, the Nissan LEAF is the all-electric car that
gets you where you want to go without harming the planet. That’s because at every step of the way, we built the
LEAF to reduce the amount of energy needed to power the car.
Communication Objective
To increase awareness about the Nissan LEAF’s environmental friendliness and acquire new customers
Industry Trends
With increasing demand in renewable energies, the electric vehicle market is expected to keep growing
Target Audience
Urban and suburban families
Key Insights
The target is well-adapted to new technologies and conscientious of the environment
Points of Differentiation
All aspects of the LEAF were built to reduce the amount of energy needed to power the vehicle
Main Idea
The LEAF boasts innovative technology and minimal environmental impact for urban and suburban drivers
Supporting Facts
LEAF stands for Leading, Environmentally friendly, Affordable, Family car
The LEAF produces no tailpipe pollution or greenhouse gas emissions
Mandatories
Nissan LEAF logo, website, tagline
Saturday, December 21, 13
Saturday, December 21, 13
Graphic Standards
& Guidelines
The logomark should be used primarily as shown to the right. Ample room should be supplied
where a two-color logo cannot be used, a
alternate logo treatments. When using an alternate treatment, it is permissible to use the solid
Logo Usage
treatments, but precedence should be
One-Color Tint
One-Color Solid
Reverse
Black Tint
Primary Logo Treatment
Typography
Alternate Logo Treatments
Color Palette
7489C
359C
179-16C 558CP
179-1C
Alte Haas Grotesk
Primary Color Palette
can be
should be
headline copy should be in bold.
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Secondary Color Palette
the Pantone color library.
Moving with the planet, not against it.
From placing the frame on our assembly line to handing you the keys, we’ve reduced the
impact we make on the environment. At Nissan, we know you care about everyone and
everything on the planet as much as we do, that’s why the Nissan LEAF runs entirely on
electricity and puts out zero emissions. And it’s so quiet, the planet won’t even notice it.
The LEAF serves every type of family, even the wilder ones. Move the way nature
intended, leaving nothing, not even footprints, behind you. Doesn’t it just seem...natural?
Find out more about how we take care of the planet at www.nissanusa.com/LEAF.
Saturday, December 21, 13
Natural innovation.
Because the planet
is precious cargo.
Natural innovation.
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Saturday, December 21, 13
P RESS R ELEASE
“LEAFCam”
It is an augmented reality app exclusive and free to
all LEAF drivers.
◦ Augmented reality is a technology that
superimposes a computer-generated image on a
user's view of the real world. It is predicted to
grow by 333% in the next 10 years
• Features include a virtual manual, charging station
locator, car locator, problem and solution guide, air
quality check, and it is connect to Facebook and
Twitter to update your “environmental grade”
• The app is a way for Nissan to connect their LEAF
drivers to the changing technologies and
conveniences available to them
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Saturday, December 21, 13
#WhereDoYouLEAF
Saturday, December 21, 13
R ADIO S POT
“Going the Extra Mile”
SFX:
Music: Caspian “Moksha” (0:29.47)
ANNCR:
You recycle your aluminum cans, carpool to soccer practice, and turn off your lights when you leave
the room. You’re doing everything you can to make your family’s life a little greener because the
environment is that important to you.
The Nissan LEAF combines the luxuries of everything you look for in a vehicle with the added benefit
of helping the planet.
Why be fuel efficient when you can be fuel free? Why not move with the planet in mind?
Go the extra mile with the all electric, zero emission Nissan LEAF. Natural innovation.
Saturday, December 21, 13
R ADIO S POT
“Going the Extra Mile”
SFX:
Music: Caspian “Moksha” (0:29.47)
ANNCR:
You recycle your aluminum cans, carpool to soccer practice, and turn off your lights when you leave
the room. You’re doing everything you can to make your family’s life a little greener because the
environment is that important to you.
The Nissan LEAF combines the luxuries of everything you look for in a vehicle with the added benefit
of helping the planet.
Why be fuel efficient when you can be fuel free? Why not move with the planet in mind?
Go the extra mile with the all electric, zero emission Nissan LEAF. Natural innovation.
Saturday, December 21, 13
T HANK Y OU !
Saturday, December 21, 13