Since it’s introduction to the American market in December 2010, Nissan has been making a major push to raise awareness of the company’s first 100% electric vehicle – the LEAF. A backronym for Leading, Environmentally friendly, Affordable, Family car, the LEAF has a range of just over 70 miles per charge and boasts a 99 mpg gas equivalent. Ad agency TBWA\Chiat\Day was hired to oversee the design of this gem (above), placed at the 2011 New York International Auto Show.
The billboard is composed of two separate panels: one featuring a larger than life car exhaust, complete with a smoking tailpipe (don’t worry – it’s environmentally friendly), and a second panel which highlights the LEAF. Copy reads: “The auto show has over 1,000 of these. But only one 100% electric, zero-tailpipe Nissan LEAF”. Creative visuals and great copy send a strong message to visitors of the auto show this year, and just might persuade more than a few drivers to consider purchasing the LEAF.
View this video clip to see the billboard in action.