The ADC-Nissan Student Brief Competition

NISSAN CUBE - PART CAR, PART SOCIAL DESTINATION

Assignment

ADC is inviting students to address these questions:
- How would you introduce cube?
- What creative would you run?
- Where would you run the creative for maximum reach and efficiency?

Develop a campaign, or concepts, that makes Nissan cube a part of our target’s life. The campaign shouldn’t feel like marketing, it should feel like a natural extension of where our target goes and what they do. To this end, use channels and communication vehicles you feel are most appropriate to our target’s lifestyle and what the model represents.

Product

Nissan cube® is unlike any other car on the American road. Its funky exterior is punctuated by an asymmetrical rear window and a low, wide stance. Its comfy interior is a place to have fun with friends. It offers multiple options for self expression with features like a removable shag dashboard carpet, multi-color interior mood lighting, and configurable storage. Cube is part car, part social destination.

Target

Our 18-24 year old target is accustomed to using all forms of technology, i.e., social media, digital entertainment, mobile, etc. Technology is the way they connect with friends and have fun during a period of life with few real responsibilities. To them it’s not technology, it’s life. Cars used to be the primary way 18-24 year olds connected with their friends and had fun. Today cars are overshadowed by technology, though cars still have a social role.

To reach our digitally-orientated target, we’re defining cube not as a car, but as a digital device

We want them to consider cube as one of the devices that connects them with their friends and brings the world to them. Cube mobile device is not a car that comes with installed internet connection, it is a form of speech, it is a metaphor but just think of it, isn’t it a true mobile device as well?

The single most important thing to communicate

Cube Mobile Device enhances my life like my digital devices do.

Deadline

January 29, 2010

Entry Fees

$35.00 each. Ten plus student entries, submitted as a group, decreases the entry fee to $25.00, per piece.

Judging

Nissan executives and key creatives from Chiat Day will evaluate student’s response to the brief.

Grand Prize

$2500 ADC Scholarship (if there are multiple Gold finalists, teams or individuals will be invited to present on the day of the ADC Awards with final judging by Nissan executives. )

It’s all about the Cube!

All Gold, Silver and Bronze ADC CUBE winners will be included in the Art Directors Annual, the Annual Awards Exhibition in New York, invited to the Awards Gala in April 2010, and their work will be included in the traveling exhibition, related advertising and promotional materials. All Cube winners will also be highlighted in the ADC online archive. Triumph with the inaugural ADC Nissan Student Brief powerfully broadcasts the caliber and talent of your students, educators and institution.

Students entering the 2009 ADC/Nissan Student Brief Competition are also eligible to enter the Annual Awards. Details at the top of the page.

Contact info@adcawards.org for more information.

Eligibility

Students currently enrolled in undergraduate or graduate-level programs in advertising, graphic design, photography, illustration, and interactive media are eligible for the competition, and are invited to submit published or unpublished work in any category.

International students must respond to US market conditions.