Nissan and TBWA turn stupidly parked cars into smart outdoor ads

Illegally parked cars are a plague in most cities. You find them on the kerb, too far off the kerb, crosswise with their nose sticking out or flagrantly squatting two parking lots at a time. Some drivers apparently will never learn how to park. That’s why Nissan and TBWA wanted to give these parking perpetrators a helpful signal.

They decided to put the most blatant infractions in the spotlight. Or rather: in a painted white rectangle, - as if the parking space would have moved to suit the vehicle. Nissan send promo teams to cities all over Belgium and the Netherlands to look out for awkwardly parked cars. They marked each spot with white lines and spray-painted the message: ‘Let your car do the parking. With Nissan ProPILOT Park Assist’.

You can discover all these innovative technology on the Nissan LEAF equipped with the revolutionary ProPILOT Park technology and also the supportive Intelligent Park Assist on the Nissan QASHQAI. A push on a ProPILOT button in the Nissan LEAF is enough to let the car do all the work. It steers, accelerates and brakes to manoeuvre itself flawlessly in the most challenging places. No human intervention needed. And lots of parking tickets avoided.

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TBWA\ is and has been a top-3 ranked agency for the last decade and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA\ has developed and is recognised for its world class brand building and strategic capabilities. TBWA\ is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. These disciplines comprise of in-house strategic advice, advertising, CX design, CRM, media, digital, brand design, public and brand relations, social, event, content & complemented with all related production capabilities. All of this to answer our client’s challenges in a modern, collaborative and comprehensive way.

TBWA\ is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA was elected Agency of the Year 4 times in the last 12 years and digital Agency of the Year 5 times in the last 7 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium: the reason why we were named Effie Beasts last year, as best Belgian Effie agency since the start of the Effies. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

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