The challenge
In 2017, the iconic Nissan Patrol, a flagship SUV in the GCC was gearing up for it’s “classico” match against the mighty Toyota Land Cruiser. We needed a bold, culturally resonant campaign that could spark attention and drive brand preference.

My role
I was the project lead on this campaign from strategy to final execution.

The insight
In the UAE, people often find themselves split between two worlds: desert activities or city activities.

Regardless of background, everyone ends up picking a side.

That cultural tension was our way in.

Bringing the idea to life
We leaned into Nissan Patrol’s established positioning as the Hero of All-Terrain, but pushed it further.

This campaign was nothing short of cinematic, with large scale video and photography production, designed to dramatize the duality of terrains and lifestyles.

As a first of its kind for Nissan, we did not introduce the product before 40 seconds. We challenged the norm. And it worked beautifully.

Results
The specific sales figures are confidential, however, this campaign drove a measurable YoY sales lift and strengthened brand affinity in a highly competitive category. Most importantly, it reasserted the Patrol’s dominance in the region, both on sand and on asphalt.