Client: Nissan Australia
Creative: Bruce Baldwin and Michael Syme
Brief: Launch the new X-TRAIL as the only real compact 4 wheel drive.

While the competition were becoming increasingly smooth, refined and sleek, and vying for an ‘urban contemporary’ image, Nissan’s new X-TRAIL continued to present itself as a tough, rugged and unashamedly authentic traditional 4WD. So instead of taking the competitors on at their own game, our multimedia campaign celebrated the joy of real off-road 4WDs and presented the competitors as pretenders.