Usain Bolt, the "world's fastest man" and Olympic sprint champion, is now truly larger than life. An image of a double-sized Bolt is now prominently featured on a Nissan billboard at Dubai's international airport. The billboard's dimensions were recognized today as a new Guinness World Record™.
The ad shows Bolt, already a standout at 1.95m tall in the flesh, at over 4.1m even in a crouched position. The mega-sized picture of Usain Bolt is one of a series of advertisements currently placed in major international airports around the world as part of Nissan's "What IF_" global brand campaign.
The billboard, installed in Terminal 3 at the Dubai International, was recognized by Guinness World Records™ at a ceremony held today at the airport as "the largest illuminated advertising sign (indoors)." Measuring 28.0m in length and 6.2m in height, with a surface area of 174m2, and with 183,024 white LEDs, it was unveiled with the latest Nissan 'What IF_' campaign artwork. It is estimated that it would take the world's fastest man the same time to run across the length of the ad as it takes a model year 2013 Nissan GT-R to accelerate from 0 to 100 km/hour: 2.7 seconds.
Commenting on the new Guinness accolade, Usain Bolt said: "It is a pleasure being part of another world record and I continue breaking world records, because that's what I do."
Today, Mr. Paul O'Neill, vice-president of Guinness World Records™, officially recognized Nissan's backlit indoor advertising sign as the largest of its type in the world. O'Neill presented Nissan, represented by Roel De-Vries, Global Marketing vice president and Atsuo Kosaka, managing director of Nissan Middle East, with a Guinness World Record™ certificate recognizing this feat. The recognition was shared with Dubai International, and a specially-commissioned commemorative plaque of the record was offered to His Highness Sheikh Ahmed bin Saeed Al Maktoum, president of the Department of Civil Aviation, and Chairman of Dubai Airports.
"It felt natural for Nissan to choose Dubai International, one of the largest and most important airports in the world, as of one of the key locations for the deployment of our global brand campaign. Nissan is proud to have achieved a world record in Dubai, the city of so many world records," commented de-Vries.
"It is an honor to have His Highness with us today as Nissan celebrates another landmark day in the Middle East," said Atsuo Kosaka. "When we began this project, we were bold enough to ask ourselves, what if we can turn our advertising at Dubai International into a world record?.' Today we see the result of that commitment as we once again deliver 'Innovation that Excites' into everything we do in the Middle East region."
Nissan's global brand campaign will reach 100% of the passengers of Terminal 1 and 3, Concourse A and Concourse B, through more than 74 touch points at Dubai International.
About Nissan's 'What IF_' campaign
The 'What IF_' brand campaign is a global initiative utilizing the major international airports across the world together with a multi-channel communication strategy which will be implemented over the next couple of years. The campaign will communicate Nissan's limitless innovation through constantly refreshed creative ads that will surprise and further deepen the understanding of Nissan's human-centric approach to innovation.
The 'Innovation that Excites' global brand platform marks a profound shift in Nissan's operations and promotes the inherent role that innovation plays across every part of the company, globally. Those words, exciting and innovative, are at the heart of what we do at Nissan. We believe in delivering innovative products and excitement for everyone. We believe in innovation which is useful to real people in the real world. This belief in customer-focused innovation underlines everything we do.
The 'WHAT IF_' campaign underlines Nissan's commitment to bring innovative and exciting products to our customers.
The first creative work showcased the following:
Nissan's leading EV (electric vehicle) technology with the Nissan LEAF's remote-charging capability via a smart phone application
Safety technology with the Around View Monitor, which provides a bird's eye view that enables the driver to position a vehicle for parking or confirming the surrounding driving environment
Performance leadership with the Iconic Nissan GT-R sport sedan
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