Winter Wheels, Told Anew
Nissan
Winter wheels are vital for safety in cold and wet conditions – but they’re a real “me-too” product. Most marketing campaigns for winter wheels follow the same old tracks. For our client Nissan, we decided to leave our own unique mark in the snow.
Marketing Strategy: “Distinctively Different by Conviction.”
Ah, a shiny alloy wheel on snow. Yawn. Oh, a car in a dynamic three-quarter pose. Snooze. Uh, a snappy slogan – something about a winter wonderland, perhaps. Boring! Without the logo, you’d never know which brand was behind the typical winter tyre advert. Everything looks the same.
So how can we convincingly promote a product that offers the same technical and performance benefits as its competitors? How do we escape the slush-grey monotony of winter communications? In short: how do we bring a bold brand strategy to life?
AI-Generated Visuals & Manga-Style Storytelling
For the solution, we took the claim “Distinctively Different by Conviction” seriously. We questioned what – and especially how – the market and competitors communicate every season, and what Nissan could do differently. Our approach: a three-stage campaign for Nissan Original Winter Wheels, fundamentally differentiating the brand in aftersales.
All visuals were created using generative AI – true to our client’s Japanese roots, in the look and feel of a manga. Heroic, exaggerated, action-packed, black and white. It stands out, grabs attention, and guides the eye. Our storytelling centres on our heroine “Mia”, a fearless fighter who, thanks to Nissan Original Winter Wheels, defies even the worst winter villains. The focus is clearly on an exciting narrative, with product benefits charmingly woven into the messaging.
The three-stage campaign included a teaser phase and the launch of two stories. Assets ranged from social media stories to a national campaign website and presence on individual dealer websites.
Boldness & AI Against Communication Slush
Our campaign is radically disruptive, delivered with real boldness and cutting-edge AI technologies—truly “Distinctively Different by Conviction.” Our client Nissan is delighted, and the consistently positive feedback from Nissan drivers suggests that the campaign’s success will soon be reflected in increased sales figures. Numerous mentions in renowned PR magazines and marketing hubs, as well as a strong response in key media outlets, show that communication for winter wheels can be so much more than just a glossy alloy in the snow. In 2025, the campaign was honoured at the German Brand Award as “Best Digital Campaign” and “AI Project of the Year,” and at the German Design Award as “AI in Communications Design.”
What I value about working with palmerhargreaves isn’t just the partnership at eye-level, but above all the way they constantly challenge us and inspire with exceptional creative ideas
