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Nissan: Personal Space by TBWA

Agency: TBWA
Client: Nissan
Date: Jan 2020
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Personal space is no laughing matter in Finland. When Finns wait for their buses, the crowd typically disperses as much as humanly possible.

One would have to see it to believe it. And many have, as evidenced by the number of pictures circulating online. Shot by amused passers-by, they feature a typical morning or evening commute scene, with Finns standing at regular intervals avoiding all interaction.

These Internet memes have now inspired advertising. Nissan’s Nordic Europe division uses the bus stop scenes to highlight their Automatic Distance Control that regulates safety distance on the road.