Nissan Altima Bio-Color Project
Nissan
Issue 52 | October 2019
Agency
TBWA\RAAD
Creative Team
Chief Creative Officer: Walid Kanaan Executive Creative Director: Manuel Bordé Associate Creative Director: Alex Pineda Art Director: Clayton Needham
Production Team
Motion Designer: Camilo Rojas Digital Developer: Pradheep Nair Art Director: Federico Mariani Head of Art: Claudio Campistó Head of Production: Rouba Asmar Producers: Gloria Abou Diwan, Alia Fakha
Other Credits
Managing Director: Ghassan Kassabji Senior Account Director: Arthi Rajagopalan Account Manager: Lea Maalouli Corporate Communications Director: Romy Abdelnour Media & Precision Marketing Director: Malek Morjan Data, Analytics & Technology Lead: Lohitaksh Keswani Media & Precision Marketing Manager: Hassan Abbas Senior Executive, Performance: Katherine De Belen Senior Digital Director: Joseph Emielu Social Media Executive: Nour Hammoud
Date
July 2019
Background
Now, your DNA can help you select the color of your new car.
From the exploration of ancestry, genealogy, and paternity to food intolerance, anti-aging and wellness profiling, there is a long list of different DNA diagnostics at your fingertips. But, did you know that the information encoded in your DNA can now help you to discover something as personal as your genetic color?
Idea
That’s the idea behind Nissan Altima Bio-Color, the latest initiative recently launched by Nissan Middle East. DNA is the bio-molecule that stores our genetic information. It’s distinctive, different and unique for everyone. There are thousands of genes in the human genetic code, so in order to pinpoint the Nissan Altima Bio-Color, a group of 15 genes related to vision and color recognition were selected and analyzed. These genes were grouped into two main genetic markers, called ‘Color Vision’ and ‘Night Vision’.
These two markers form the basis of the ‘Gene Color Map’: a chromatic grid that classifies all the available colors for your Nissan Altima in the largest and most exclusive color range ever used for a new car. To create an accurate table, the swatches have been organized in accordance with the characteristics of the tested genes. On the Y-axis, the colors have been set from the least common (black) to the most common (yellow) on the scale of color blindness predisposition statistics. The X-axis runs from those colors hardest to perceive at night (dark colors) to the easiest to perceive in low lighting (light colors).
After taking a DNA test, every individual received different numeric scores for each pre-selected gene, based on the analysis of their own specific genetic information. This data was translated into a unique personal color according to the positions of the main markers and the discrete individual scores on the color map.
Prospective car buyers had their chance to pick the color of their Nissan Altima in the most innovative and cutting-edge way. How? Participating is simple: they visited the Nissan Showrooms on Sheikh Zayed Road or in Khalidiya starting from July 10th, test drove a Nissan Altima, took the DNA test for free at the mini-labs inside the showrooms and waited for the results. Email notifications informed participants of the outcome, inviting them to discover everything behind their DNA analysis in an interactive website that explains the details of the color selection by showcasing data infographics personalized for each customer. Afterwards, new customers could request their exclusive genetic color and apply it to their new Nissan Altima when closing the purchase, on a first come-first serve basis.
Created by Nissan United, a division of Dubai-based TBWA\RAAD, Nissan’s full-service agency for the Middle East; the Nissan Altima Bio-Color project was launched by a demo film posted on Nissan’s official social pages on Facebook, Instagram and YouTube; inviting social followers and new customers to discover their genetic color, a color extracted directly from their inner self.