Nissan Juke – Love-it or Love-to-hate-it
Summary: Juke was once polarizing; the latest version had softened. One constant remained its bold, mischievous attitude. We used the minor change’s Bright Yellow as permission to bring to re-engineer polarization back, reminding people what made Juke different. “Love-it or love-to hate-it” invited debate and showed up Yellow everywhere so it was unmistakably Juke. Objective: reignite attention and design appeal while sustaining growth on a leaner budget. The idea rebuilt interest and distinctiveness, and performance channels converted it efficiently.
Lead Agency(s): TBWA G1/Nissan United
Client / Brand: Nissan AMIEO / Nissan Juke
Effie Award(s): Bronze
