The Nissan LEAF is the icon of Nissan’s technology platform—Nissan Intelligent Mobility—and offers 100 percent electric mobility with zero noise and zero CO2 emissions.

For their earned media campaign, Nissan needed us to highlight the vehicle’s connected capabilities, but in a way that would appeal to audiences emotionally and not just focus on the cold, technological details.

To appeal to family audiences, we focused on the following insight: some 60 percent of parents rely on driving their children around at night to tackle restless nights.

While this "dream driving" is a trusted method for parents, it's not so great for the environment and that’s where the Nissan LEAF comes in. We also discovered it isn’t just the motion of vehicles that sends children to sleep—it’s also the hypnotic noises of internal combustion engines—noises that are absent in electric vehicles like the 100 percent electric Nissan LEAF.

We had to solve this problem and bring back "dream driving" for our environmentally conscious audiences.