Nissan was known for building the first-ever mass-production electric car, the celebrated and multi-awarded LEAF. By the time they released the second generation, every other carmaker had built their own version of an electric car. The segment had grown, and all electric cars seemed to had agreed on a blue and green look and feel. So, we decided to break away from the common ‘hippie’ style pack. We reached a wider, more sophisticated audience who prioritize making intelligent decisions while caring for the environment. For the global launch of LEAF’s second generation, we created a B&W campaign which included social, OOH print, and content. The campaign helped set the LEAF apart from all other competitors.