set the car model as the center of visual.
ANGLE AND LIGHT
体现各SUV车型特点，车身高感光和反光 To demonstrate the characteristic of each SUV model, the car will be highly photosensitive
英菲尼迪SUV家族 挑战人生新高度
SUV FAMILY MANIFESTO
The mountains that towering between heaven and earth are physically reachable, But the mountains of life are existing in our heart invisibly. The real challengers are dare to challenge the height of the mountains, but also can reach the peaks that in their hearts. They can stand on the top of the world, yet be able to reach the highest achievement in their life. As same as those challengers, INFINITI SUV Family never stop challenging the existing boundaries with its progressive design and performance, to support every challenger who bears aspiration to live out the new height in life.
2017 INFINITI SUV CAMPAIGN CREATIVE PROPOSAL
INFINITI CONFIDENTIAL
SUV FAMILY COMMUNICATION PRINCIPLES
• SUV family communication will fully aligned with brand strategy to demonstrate how INFINITI SUV “Empower the Drive” of customers to take challenges in life. This direction will be consistent with overall INFINITI branding approach.
大部分人的日常，都是从A点到B点 For most people, their daily routine is going from A to B
从B点到C点 Or from B to C
从C点到F点… Or from C to F…..
看似不同的目的地，但都在同一纬度奔走 They seem to have different destinations, which are all in tVE OUT NEW HEIGHT IN LIFE
We will satisfy different needs of customers in all life stages with a complete product lineup, supporting customers to take challenges with "stylish and powerful" INFINITI SUVs
INFINITI SUV Family LIVE OUT THE NEW HEIGHT IN LIFE
印象中的SUV是什么？
WHAT IS YOUR IMPRESSION ON SUV?
野性贲张
Wild and passionate
风雨泥泞
Muddy and stormy
苍凉凛冽
Bleak and severe
EXECUTION
Background environment
湖边沙地为前景，远景是起伏 的山峦。强化SUV家族的挑战 精神。
The sandy land besides a lake as the background, with mountains in distant view, to strengthen the challenge spirit of SUV Family.
画面调性／产品角度和质感／环境
TONALITY/PRODUCT ANGLE/ENVIRONMENT
TONALITY
秉持英菲尼迪品牌美与优雅的视觉语言，车是视觉中心 Follow the visual language of INFINITI Brand to demonstrate the sense of premium of brand, so we
在纬度之下，怎能得见非常的视野？
HOW CAN ONE GET BROADER VIEW WITHOUT STANDING AT HIGH ALTITUDE?
只有抵达高处，才能拥有更广阔的视野 One can have broader perspective if only they reach higher.
and reflective.
BACKGROUND ENVIRONMENT
视野开阔 充满意境 元素简洁 层次清晰 Panoramic, aesthetic, simple and clear, and layered.
COMMUNICATION COLOR
选择各车型的主沟通色，各有不同且不会花哨 Most of the colors are selected by model’s own communication color. We avoid repetition while keep the range not
• In specific messages, SUV campaign will more focus on product level messages, highlighting the key common strengths of all SUV products, so as to enhance the competitiveness of the full lineup. No KOLs or brand story will be told in order to avoid causing conflict with the upcoming brand campaign;
英菲尼迪SUV家族与挑战者一起完成登峰之旅 Because for those challengers, life is a journey towards the peak and going beyond.
SUV COMMUNICATION MESSAGE
挑战人生新高度
LIVE OUT THE NEW HEIGHT IN LIFE
• Key models will be communicated in separate prints with their leading product feature highlighted in the communication.
2
COMMUNICATIONS KEY MESSAGES
too colorful.
QX80 琉璃黑
QX70 荧贝白 QX70 莹贝白
QX60 星夜蓝
QX50 暮色红
QX30 香槟棕
KEY VISUAL
Location suggestion
Suggested location: Xinjiang or Qinghai
SUV FAMILY KEY VISUAL
tuning ✓ Intelligent AWD system, makes your tour in control
Distinctive Design Language
Human Centric Innovations
Sleek SUV unique design concept ✓ Follow the family design DNA and blend the power
什么是英菲尼迪SUV所专属的？
WHAT KIND OF IMPRESSION THAT BELONGS TO INFINTI EXCLUSIVEY ?
湖泊 高原 雪山 公路 山峰 弯道 云海… 什么样的环境适合英菲尼迪SUV车型？
Lake, highland, snow mountain, highway, curves, the sea of clouds….. What kind of environment that INFINITI SUV fit in?
唯有真正的挑战者，敢于不断向上，成就人生高度 Only the real challengers are dare to climb up and reach the higher stage of life.
挑战路上，英菲尼迪SUV家族以先锋科技和冲突设计美学全情助力挑战者前行。 For the challengers, who are on the road of going beyond, INFINITI SUV will support them with pioneering technology and aesthetic of contrast on the design.
reduce PM2.5
Highest level safety protection
✓ Safety and driving assistance systems, including AVM, ICC, DCA, BCI, LDW&LDP and BSW&BSI, ensure your safety on the road to challenge.