Creativity

Nissan Turns Its Car Technology Into a Safety Tool for Spanish Fishermen

System Will Alert Them to Incoming Waves on Galicia's Rocky Shores

By Alexandra Jardine. Published on May 11, 2017

Editor's Pick

Nissan is highlighting its cars' safety features with an unusual campaign that has adapted its technology for a different purpose -- protecting Spanish goose barnacle collectors.

In Galicia in northern Spain, every day people risk their lives to pick one of the most prized seafoods in the world: the "percebe" (goose barnacle). They grow on rocks, so the professionals ("percebeiros") who pick them are always at risk of being dashed against the rocks by waves breaking behind them.

Together with technology partner Glassworks and the Spanish National Research Council (CSIC), Nissan's creative agency TBWA/Spain developed the "Percebeiro Shield." It uses the same kind of technology that Nissan's cars use to warn of collisions to alert the collectors to incoming waves. Sensors, embedded in theier wetsuits, scan the sea and, using an algorithm, predict when dangerous waves arrive.

The system is based on three devices: a module that visually indicates the type of waves that are behind them; a waterproof audio module that emits sound frequencies with different alerts and a third built-in vibration module in the lumbar zone that alerts them to the imminent risk.

The prototype has already been tested in Galicia, and has also been linked to alert Maritime Rescue in case a "percebeiro" falls into the water.

Juan Sánchez, creative and innovation vice president of TBWA/Spain, commented in a statement: "Percebeiro Shield is inspired by Nissan Intelligent Mobility technology, which detects the hazards of the road. The creation of this device and the communication campaign is the way that we have to communicate that technological innovation for Nissan is always at the service of an ultimate goal: to improve people's lives."

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About

Credits

Date
May 11, 2017
Agency:
TBWA/Spain
Client:
Nissan
Creative Vice President:
Juan Sanchez
Creative Director:
Álber Fernández
Copywriter:
Enrique de los Arcos
Art Director:
Daniel Ubach
Art Director:
Sergio Lahoz
Client Contact:
Christian Costaganna
Client Contact:
Javier Núñez
Account Team:
Alex Igual
Account Team:
Mar Bujons
Account Team:
Ferran Granell
Production Manager:
Ignasi Céspedes
Editor:
Eduardo Ustarroz
Technology Direction:
Glassworks Xavi's Lab
Producer:
Mammateam
Director:
Vicente Gil Ginestar
Executive Producer:
Albert Soler
Production Coordinator:
Juli Cayetano Díaz
Director of Photography:
Pol Orpinell
Original Music:
Trafalgar13
Video Post Production:
Glassworks
Audio Post Production:
Oido
Digital Production Manager:
Rebeca Garrobo
Front End Developer:
David San Blas

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