MICHAEL DECKER
CREATIVE MASTER BUILDER
In my Senior year at Ringling College of Art and Design we were assigned our hardest task. We were going to enter NSAC, National Student Advertising Contest, and compete with top colleges from around the country. Our client was Nissan. We had to come up with an all encompassing campaign that attracted Milenials for many different cultures and backgrounds. We were tasked with appealing to a demographic that no longer can be broken down into obvious catergories. After much research we came up with the idea of Undefinable. This concept mirrors peoples emerging views of ourselvs being diverse and having many traits you may describe one way or another. This mantra was used to show you can not define me and my choices.
WEB
First we started with the web. We gave their existing page a face lift to fit our new theme.
With technology playing a huge part in our demographics lives we wated everything to be both technology based and interactive. From our magazine ads to our billboards we wanted you to have the chance to both share and learn how other people discribed their vehicle and encouraged you to add to the diversity of what a Nissan is really used for.
 |  |  |
|---|---|---|
 |
BILLBOARD
 |  |
|---|
INSTORE
Our instore concept was basically using the existing seats and accessories from the cars for sale for the furniture. This not only gave the customer the chance to feel how comfortable the seats were but also the quality of the speakers and leather. Not only did we want to do this in the store but also take a less sales driven approach and get our target when they are out at outdoor events. Festivals and fairs are very popular so by making a place where peop le can sit and relax while they experiece all the different Nissan products.
 |
|---|
 |
|---|
 |
We also created a facebook app which encouraged people to explore just how their interests cannot be sterotyped and we are all diverse and similair.
 |
|---|
FESTIVAL
As mentioned before, festivals have become a huge draw for people in or demographic. Following our themes we wanted it to be all about interaction so you choose your experience instead of someone creating a lineup for you and expecting you to come. This festival would be based on bands people vote on to make a completely unique lineup. One that is undefinable.
 |
|---|