Jayne McSwiney, designer
Rob Hibbert/
Mark Jones/
Damian Royce, creative directors
Paul Arena, interactive creative director
Paul Reardon, executive creative director
Scott Whybin, chief creative officer
Scott Woodhouse, assistant editor
James Dive, The Glue Society, director of photography
Rob Lowe/
Mike Napolitano, Eleven PR/
Sydney Spagnoletti/
Julia Unwin, directors
Adrian Shapiro, Will O’Rourke, producer
Margot Ger, executive producer
Will O’Rourke, production company
Whybin\TBWA Group Melbourne, ad agency
Cameron Cooper, Nissan Motor Co. Australia, client
Nissan wanted to launch the first 100-percent electric car, the Nissan LEAF, in Australia. The problem was, most Australians had no idea that the electric car was a reality. They thought it was just a thing of the future. We needed to create an awareness campaign, generating public discussion and content-sharing around electric cars and the future of petrol, placing Nissan at the forefront of the innovation. We began by posing a simple, thought-provoking question: In a world without petrol, what do we do with the pumps?
