From challenger to global automotive player

BEYOND THE NUMBERS

TIMELY CONTEXT:
In a time where the quantified self has placed measurable over immeasurable, humans have become trained to buy for specs and tech. But the Infiniti target, the progressive challenger, represented a spirit that refused to be defined by numbers.


TIMELESS TRUTH:
The core meaning of INFINITI itself refuses to be constrained by any definition. Instead, the brand remains committed to looking toward the infinite horizon at what’s possible. And with their mantra “empower the drive,” INFINITI’s mission was to enable drivers on the road, and in life, to be more powerful than they ever thought they could be. 


ICONIC BRAND:
“Beyond the Numbers” set out to inspire progressive challengers to look beyond the specs and tech of the category and to seek a driving experience that moved them. More than just MPGs and MPH, INFINITI became a brand for the driven, not the given. Our campaign, the first-ever global initiative for INFINITI, featured real “progressive challengers” around the world and how they themselves had pushed themselves beyond traditional definitions of success