In 2022, TBWA\Chiat\Day New York and Nissan showcased the brand's adventurous nature by visualizing potential journeys as art in the form of jungle-inspired explorer bus stops.
The team decked out bus stops in Boston, Chicago, New York, as a jungle retreat complete with a tent, and campfire and rugged wooden posts. A halved log provided a perch for commuters too. ‘Pathfinder Finds Its Way’ was the take-home message.
The creative idea: visualise the SUV’s off-road, wilderness-ready DNA by turning a mundane urban moment (waiting at a bus stop) into something unexpected – a “jungle retreat” for the urban commuter.
The objective: to tie the Pathfinder’s positioning around “finding your way”, exploration, and nature, back into city-living contexts.
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It went one step ahead of competitors by instead of showing the SUV in remote wilderness, the idea flips things: the wilderness comes into the city.
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