Infiniti Targets African Americans with 'Infiniti in Black'
The month of November marks the official launch of Infiniti's, the luxury division of Nissan North America, Inc. (NNA), first-ever marketing campaign designed to speak directly to African Americans entitled, "Infiniti in Black." In this year-long campaign, Infiniti will bridge innovative design and contemporary culture through the voices of emerging talents. "Infiniti in Black" celebrates the African American innovator, aligning five Infiniti vehicles with distinct cultural art disciplines. Each two-month phase of the campaign will highlight a form of artistic expression that captures the personality of the featured Infiniti vehicle. During each phase, Infiniti will partner with a "modern African American innovator" -- an emerging talent whose vision represents the personality and attributes of its respective Infiniti model. The campaign kicks-off with "A Portrait in Black" featuring the G35 Coupe and acclaimed African American artist Kehinde Wiley. Infiniti partners with Wiley in the debut of his first museum exhibition, "Passing/Posing" at the Brooklyn Museum of Art. Wiley's exhibit will display a wide range of art from French Rococo to contemporary hip-hop culture. The multimedia campaign includes print, interactive and out-of-home. The print advertising for "Infiniti in Black" is a three-page ad unit that features three large blank canvases representing the walls found in a museum, art gallery or performance hall. This creative theme is carried throughout interactive and out-of-home. For the first phase, "A Portrait in Black," the right-hand page features a wall of words describing the essence of the vehicle and the artist. The next page showcases the artist beginning to create. The last page features the G35 coupe on display with the headline "A study in black by the G35 Coupe." The copy reads, "With an award-winning V6 engine, available sport-tuned suspension and standard visionary design, it's more than a work in progress, it's a movement." All creative for this campaign was designed by Nissan's transcultural agency TRUE, located in Playa del Rey, California. For more information visit Infiniti's web site at www.infinitinews.com or their corporate press release at http://biz.yahoo.com/bw/041105/55360_1.html
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